Just about every beauty company wants to reach Millennials these days, and experts say that means conevying authenticity, which often requires the help of bloggers and reviewers.

Clarins is no exception – its new social media campaign is called #WorthTheWrinkle, and aims to change the conversation about aging to reflect the views of younger consumers who care more about experiences and being “real” – and less about looking perfect. (We have also just recognized Clarins for Excellence in Packaging – here’s an interview about its Thierry Mugler fragrances.)

Clarins’ new campaign is also promoting the brand’s new Multi-Active Day & Night Cream, shown above. (And the colors of the products’ jar packaging are reminiscent of Pantone’s 2016 Colors of the Year.)

Clarins – and digital content production agency Makers – recruited bloggers and vloggers, who will lead the conversation by posting a series of videos. Influencers include Camila Coelho, who kicked off the campaign with its first video on February 8th, posted below. New videos by Maya Washington, Chriselle Lim and Carlie Butler will be released every two weeks until May. (And choosing Butler shows that the brand hasn’t forgotten about the consumers who aren’t teenagers.)

Photos above: (L) Instagram/Clarins  (R) Clarins new Multi-Active Day & Night Cream

Estee Lauder is also going after younger consumers with the help of Kendall Jenner, who first promoted the company’s new mascara, then turned into a superhero, and now has her own lipstick shade. Now, Estee Lauder has created the Estee Edit collection, to sell at Sephora.