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The long-lasting formula doesn't budge through a makeout (or a burger and fries, I can testify).

The campaign is the result of in-depth consumer feedback and insights, and is designed to reflect the mindset of those over 50 when dating.

This age group is often entering a new stage in the dating lifespan, seeking companionship, long-term relationships and intimacy.

Over three quarters (77 per cent) of those aged over 50 would be happy to have a first kiss within the first week of dating someone and over half (67 per cent) would hold hands[3], proving that whilst they may be older and wiser following past relationships, they still have the same excitement about dating and romance.

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