Age is a choice

Cliente: L'Oréal

Age is a choice

L'Oréal wanted to position itself as the top brand in Portugal in the segment + 55. To meet the challenge, Lift Consulting and High Concept & Touch decided to capture the attention of national media so we created the "Age is a Choice" seminar at the Pestana Palace to discuss the themes of active aging and the importance of health and beauty care. L'Oréal Paris challenged the Portuguese to look at the changes in society, not only for increasing senior population, but also to the new way this segment faces life. And who better than Jane Fonda, ambassador of L'Oreal, to share her testimony and conquer the media in her first time in our country?


  • Creativity
  • Events Management
  • Media Relations
The seminar had the participation of the expert in anti aging medicine Manuel Pinto Coelho, two well knowns Portuguese journalists Maria Elisa and Daniel Oliveira and the actress Simone de Oliveira, a Portuguese brand ambassador. The opportunity was also used for the launch of Age Perfect products - for mature skin and hair - using Jane Fonda as image campaign!

We were responsible for the organization and media coverage of the conference, managing the presence of journalists and photographers. We invited leading editors of beauty and lifestyle and well known journalists to an exclusive lunch at the hotel with Jane Fonda after the conference. We stimulated the interest of various types of media - Beauty, Health, Generalists, Information, Social - thus ensuring a strong media coverage. We generated a huge buzz around L'Oréal Portugal and the seminar with 156 news of which 50 were TV news in all channels.