Dear friends. Exciting happenings last week. I was invited to an event by L’Oréal Paris. Before Covid, there were quite a few events, but I don't get invited to many nowadays because I'm not an influencer who sells things. I prefer to keep Is This Mutton a good reader experience, so I don't offer ads, paid-for links and sponsored content.
It was held at the former BBC Television Centre in White City, which is now home to upmarket apartments, cafes and offices.
What to Wear?!
I was in a bit of a dither about what to wear. I was expecting the audience to be very young. I decided not to be too colourful ("mad old trout") and wore a new pair of black barrel jeans (Whistles) with a camel and black collared jumper (M&S, current). My gold flats, according to Annemarie from YouTube channel @Myover50fashionlife, are bang on trend with their pointed toe.
The latest barrel jeans - and virtually every brand is offering them - have a slimmer silhouette than the first pairs that we started buying in Spring. These are definitely more streamlined than my M&S barrel jeans.
Lest you think I'm selling out on the colour front, camel is one of my good Spring colours and a perfect neutral.
It turned out the event was actually aimed at older women. Amazing! I'm so pleased that L’Oréal see the value in the older demographic. We actually account for the majority of sales in the beauty sector, but most brands persist in marketing only to young women, or, even worse, using young models to demonstrate "anti ageing" products. (Why be anti ageing? You're dead otherwise).
It was great to meet some ladies I follow on Instagram. Here I am with Annemarie.
About L’Oréal Paris
We're all familiar with L’Oréal Paris. They've been around since 1909, with their first product being a hair dye.
You might not know that the Groupe has four divisions representing global brands - 37 altogether. These include hair giants Redken, Pureology and Kérastase in their Professional division. L’Oréal Lux includes Lancôme, Yves St Laurent, Aesop, Ralph Lauren and Urban Decay. The Dermatological division has brands including three of my favourites, Vichy, La Roche-Posay and SkinCeuticals.
Finally the Consumer Products Division features brands like Garnier, Maybelline, NYX Professional Make Up, Essie, and of course L’Oréal Paris.
Not surprisingly, L’Oréal Paris is the #1 beauty brand globally. The significance, to me, is that this means they have access to scientists and laboratories and can invent innovative products that work. All of their products have been vigorously tested and researched.
What Happened at the Event
It started with a professional make-up artist showing us how to use some of the products that were in our goody bag. The two products that interested me the most were the Revitalift Eye Bag Instant Eraser and the Serum Le Duo. The latter is a similar product to Clarins Double Serum, but at a much reduced price.
The eye bag eraser product really works: I've been watching countless videos on Tiktok including one where there's a very dramatic before and after on a woman who's probably in her 80s or 90s. The secret is to tap on a half-pea sized amount and wait for 15 minutes.
After this we had a presentation on how to use Tiktok Shop. I was interested to see data that suggested that 12% of their audience is over 55. I have a Tiktok account but I haven't uploaded anything yet. I'm planning to do some quick book reviews, where I just talk for a couple of mins. I'm too late to jump on the video bandwagon.
My own preference is for long form content (blogs). I think the same is probably true for many of you, otherwise you wouldn't be here. However I am on Instagram, and remain reluctantly on Facebook because it hosts a couple of groups I'm in.
The event concluded with a panel discussion featuring women with big accounts on Tiktok. They shared their experiences and learnings. Below: the panel discussion members flanked by L’Oréal team.
We then mingled and enjoyed afternoon tea. It looked delicious but I rarely eat at these bunfights because a) I'm afraid I'll spill something on my clothes; b) I don't want to get anything stuck in my teeth.
MUAs matched us to the right Skin Ink, which L’Oréal describes as a Foundcealer. It can be used either as a foundation or a concealer (or both). I was matched to shade 100, Warm, but I found that I need a primer containing silicone as it pilled with the moisturiser I was using. Skin Ink has something called Fusion technology that bonds with the skin, providing undetectable, flawless coverage that lasts up to 48 hours.
I was very impressed when I tried the Faux Brow Tint product. The colour supplied, Dark Brunette, is too dark for me now but I'll definitely be buying it in a lighter shade. It has a brush with two prongs (they describe it as a 0.01mm double-brush tip) that perfectly mimics real brow hair. And it really does stay put, unlike most brow products I've tried - for up to 48 hours apparently. It's currently £11.99 at Boots.
As we were leaving the lovely L’Oréal team ran after us with some biscuits. Annemarie and I adjourned to a nearby hostelry, The Broadcaster, and had a catch-up. I ate my biscuit on the train (yummy).
Do you have any L’Oréal Paris products you swear by? Do tell in the comments.
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Jill from Doused in Pink with her three shoe packing rule.
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