In 2015 L'Oreal Paris Age Perfect anti-ageing moisturiser had big ambitions. However, sales of Age Perfect skincare were down by 14 per cent - even worse than the market's decline. There were no exciting new products and many UK women did not feel affinity with the brand. This case details how powerful insights that women aged 55 and over felt invisible were used to develop the 'Age Perfect,The Perfect Age' campaign with Helen Mirren, which celebrated older women. The communications won back value share, and brought in 78,000 new buyers, as well as changing consumers' brand perceptions. It was estimated that the activity generated a revenue ROI of 2 for every 1 invested, rising to 4.50 over the longer-term.