The Magnificent

The observation

What the numbers say

We wondered to whom beauty was truly speaking. All the studies point in the same direction.

Less

5%

Beauty advertisements around the world are featuring women over 50.

Source : Openstreams Global Beauty Industry Summit, 2025. Survey of over 1,000 consumers across 7 countries, including France, featured in ELLE Belgium

76%

Women aged 40 and over believe that brands project a negative image of women their age.

Source : Fancy agency survey of 500 American women aged 40 and over, reported by Next Tribe

85%

Women of all ages would like to see more realistic people in advertisements.

Source : AARP, "Mirror/Mirror" study, July 2019, of 1,992 American women

74%

women aged 55 to 73, and 64% of those aged 39 to 54 in the United States, believe that older people are underrepresented in advertising.

Source : AARP, "Mirror/Mirror: Survey of Women's Reflections on Beauty, Age and Media," July 2019, conducted among 1,992 American women

The case on video

Behind the scenes of the case, and the Magnifiques who explain in a few words why they took action.

What happened

If you are just discovering the case, here are the essentials in four steps.

A poster like any other

October 5

We’ve put up a poster for our anti-aging range in front of Endro’s shop. A perfect face, without a single wrinkle. Exactly the kind of image you see everywhere.

The Magnifiques have been through here

October 6

The next day, the face was crossed out, with "Wrinkles?" written next to it, and "Anti" replaced by "Magnificent." Their message was clear, and we heard it.

Your reactions

Immediately following

Surprise, amusement, sometimes anger. All these reactions were legitimate. They confirmed one thing to us: the subject resonates, and it deserved to be brought to the table.

Our Answer

Today

We are exploring the issue in depth with Magnificent at any age, a campaign where wrinkles have their rightful place.

The Magnificent Ones

They are between 25 and 80 years old, and they were the first to join the movement. Each one has her reason, here it is.

Martine
*Reason:* My wrinkles, I earned them one by one.

Gwenaëlle
*Reason:* I don't want to look younger. I want to feel good.

Laurence
*Reason:* Aging is not a flaw to be corrected.

Christelle
*Reason:* My skin tells my story. I erase nothing.

Lisa
*Reason:* I don't hide my years, I wear them.

Léa
*Reason:* Beauty has no expiration date.

Solenn
*Reason:* I want neither to erase my wrinkles nor to go back: they tell of my smiles, my storms, and my rebirths. To grow old is to choose oneself, to take care of oneself, and to shine without correcting oneself, celebrating a beauty that is true, vibrant, and embraced at every age.

Carole
*Reason:* My wrinkles are there, memories of the years, retracing all my memories

Monique
*Reason:* Beauty has no age, it has a story

Cecile
*Reason:* My wrinkles don't tell my age, they tell my story.

Brigitte
*Reason:* Hide our age? No! Waste our age? No! Enjoy my age? Yes!

Pascale
*Reason:* As a little girl, I loved caressing my grandmother's wrinkles while dreading having them myself... today, mine have become the privilege that reminds me of her.

Sylvie
*Reason:* Every wrinkle is proof that life is worth living!

Anne
*Reason:* With Endro products, I know I’m giving my skin the best and giving myself the best possible chance of aging as well as I can.

Caroline
*Reason:* Wrinkles are the parchments of life, where each line tells of a victory over time.

Isabelle
*Reason:* As you get older, nothing will brighten your face like your smile!

Marie Françoise
*Reason:* I'm just trying to soften my wrinkles, not erase them!

Chantal
*Reason:* I accept my wrinkles, but I feel that my slightly sad eyes don't reflect my joie de vivre. Is there anything that can be done about it?

Marie Therese
*Reason:* My skin looks much better after the anti-aging serum and then the day cream

Christine
*Reason:* Skin problem. No more worries. Now, I have a large part of the range. I am letting people around me discover it.

And you, what makes you magnificent?

Share it with us using a photo and a few words. Your testimonial will join those of the Magnificent.

Submit my testimonial

Our Answer

Beautiful at any age

This campaign shows women as they are, with their wrinkles and their history. Not a single wrinkle has been retouched in our visuals.

This is also how we want to talk about skin that changes: without turning it into a flaw to be corrected.

Discover the range

We do not erase your wrinkles. We are supporting them.

Boris, co-founder of Endro

The word anti-aging remains on our products because it is the one you are looking for, both in pharmacies and online. It is a reference point, not a promise of rejuvenation.

Our skincare really works: it helps the skin maintain its firmness, smooths the appearance of fine lines and wrinkles, and helps it stay well hydrated. Their formulas are 100% of natural origin, certified organic, and made by Endro.

Our flagship assets

Collagen-like

A plant-based active inspired by collagen. It helps the skin maintain its visible firmness, especially where it tends to lose it first.

Hyaluronic acid

It retains up to 1,000 times its weight in water. At 1%, the dose is sufficient for the skin to become plump and appear smoother.

Retinol-like

Its peptides are extracted from white lupin. A plant-based alternative to synthetic retinol, it can be used daily, morning and evening, all year round. It helps reduce the appearance of fine lines and wrinkles.