Antiaging Toys - L´ORÉAL

McCANN

A positioning campaign by L’ORÉAL addressing the use of skincare by children and the industry’s marketing of these products through childlike codes.

Insight:

Idea:

Skincare is no longer just for adults, children are adopting multi-step routines, often influenced by social media. As brands target them with playful, childlike aesthetics, kids may unknowingly be put at risk.

This approach brings these “toys” into a highly regulated context: the EU’s new Toy Safety Regulation (TSR). Skincare products are presented as if they were toys, adopting the same visual codes and childlike appearance. Due to the presence of multiple active chemical substances the answer is clear: rejected.

L’ORÉAL leads an initiative to separate play from real skincare by introducing a protective seal on its products and promoting consumer awareness. It also calls on the European Commission to regulate skincare and makeup for children, aiming to set safer industry standards.