L’Oréal Paris has landed one of Australia’s most trusted screen talents, appointing Asher Keddie as its new brand partner for Australia and New Zealand in a move that sharpens the beauty giant’s push into confidence-led, midlife marketing.
It marks Keddie’s first-ever beauty partnership and comes as brands across the category compete for credibility with women who now sit at the centre of household spending.
For L’Oréal Paris, the alignment is strategic.
Keddie’s reputation for playing complex, resilient women on screen sits neatly with a brand positioning that has spent decades telling women they are worth investing in.
As the beauty market increasingly pivots away from anti-ageing toward authenticity and self-belief, L’Oréal is betting that cultural authority matters as much as product claims.
“Joining L’Oréal Paris feels like the perfect alignment of my beliefs on beauty, self-confidence, and progression,” Keddie said.
“The brand continues to challenge traditional limitations by encouraging women to assert their power and drive their own narrative, focusing as much on inner belief and personal strength as they do on offering incredible products to help us to look and feel our best, at any age.”
Asher Keddie in ‘Fake’
A midlife message built for modern beauty marketing
Keddie’s casting speaks directly to one of beauty’s most lucrative and contested audiences: women in midlife who are no longer chasing youth but are still deeply invested in how they look and feel.
It is a cohort that advertisers across beauty, fashion and wellness are increasingly targeting as spending power shifts toward women in their forties, fifties and beyond.
“Midlife has allowed me to embrace my strengths and live more authentically, with less to prove,” Keddie said.
“I grew up believing self-worth was a given, but as we move through life’s challenges, confidence and self-trust are hard-won. By this stage, there’s an inner revelation that quietly falls into place; a reassurance that we are Worth It.”
That message is being activated through Keddie’s debut campaign for L’Oréal Paris Laser Day Cream, which launches later this week, positioning the product not as a fix for ageing but as a way to support the skin women already have.
“I do like the way I look as I age,” Keddie said.
“It’s not a performative opinion; I genuinely feel comfortable looking at my face as the experiences of my life begin to show outwardly, how I present myself publicly and through my work must come from a place of truth and integrity.”
A brand partnership with cultural weight
From a trade perspective, this is about more than one campaign.
Celebrity partnerships in beauty are increasingly judged on authenticity and long-term brand fit, not just fame.
L’Oréal Paris is signalling that it wants ambassadors who bring depth, credibility and a real relationship with their audience, not just reach.
Nadia Adelina, L’Oréal Paris ANZ Marketing Director, said the brand was backing Keddie because of what she represents to women across generations.
“What inspires us is not only her incredible career, but her unwavering authenticity,” Adelina said.
“Asher embodies the spirit of our brand – encouraging women to own their story, celebrate their beauty at every age, and recognise their worth.”
With Keddie also co-directing her announcement film, L’Oréal Paris is leaning into a more creator-driven, story-first approach to beauty marketing.
In a category crowded with influencers and product launches, the brand is betting that cultural trust will be its strongest differentiator.