Subjects: PDT, WOM, BFA, DEI
LAURA GELLER BEAUTY UNVEILS 'OWN YOUR AGE' CAMPAIGN FEATURING LEANNE MORGAN IN HONOR OF NATIONAL MATURE WOMEN'S DAY
The brand empowers women to celebrate all aspects of aging with a humorous campaign and sitewide age-based sale.
NEW YORK, April 9, 2024 /PRNewswire/ -- Laura Geller Beauty, the brand known for its makeup for mature skin, is proud to announce the launch of its new campaign, 'Own Your Age,' in celebration of today's National Mature Women's Day, a day that has been created and coined by the brand.
In a recent study by AARP, 81% of women over 50 said they felt pressure to look and dress younger*. Laura Geller Beauty has long aimed to build a supportive and safe community for mature women in a society where aging is often associated with negative and inaccurate stereotypes. In 2021, the brand created National Mature Women's Day to take place every year on April 9th to honor the beauty of aging. This year, Laura Geller Beauty teamed up with comedian Leanne Morgan for their new 'Own Your Age' campaign.
The hilarious campaign explores the different facets of aging, the pressures older women experience to keep up with younger generations, and aims to create a positive discourse around embracing the age you are now.
"It's truly been an honor to team up with Laura Geller Beauty for their inspiring 'Own Your Age' campaign," notes Morgan. "For me, comedy has always been a vehicle for challenging age stereotypes through storytelling. Now, I'm thrilled to have the opportunity to encourage mature women to embrace both their inner and outer beauty at every stage of life and truly revel in it. With this campaign, we're uniting to proclaim, 'Yes, I'm over 40, and yes, that's perfectly okay,' by empowering women to feel confident and celebrate every step of their journey."
Through a comedic video that will be leveraged across the brand's social channels and digital platforms, the 'Own Your Age' campaign features women 40+ delving into humorous ways in which older women try to look and act younger. Within, Leanne Morgan portrays an Age Empowerment Coach working with these mature women to own their age.
In line with the campaign's ethos, Laura Geller Beauty is once again offering their annual sitewide age-based sale for one day only. Discounts start at 40% with increments corresponding to age (i.e. if you're 52, you get 52% off, etc.) by entering your email, address, and birthday on laurageller.com on April 9th. Additionally, the brand will introduce an 'Own Your Age' makeup kit featuring their best-selling Best of the Best Baked Full Face Palette, Jelly Balm Hydrating Lip Color (in the shade of your choice), and the Angled Kabuki Brush.
The 'Own Your Age' campaign and 'Own Your Age' makeup kit are now live on www.LauraGeller.com.
*Source: https://www.aarp.org/research/topics/life/info-2022/aarp-research-women-trends.html
MEDIA CONTACTS:
Alison Brod Marketing + Communications
[email protected]
ABOUT LAURA GELLER BEAUTY:
New York-based makeup artist Laura Geller launched her namesake brand in 1997 with a mission of demystifying the daily makeup routine and creating transformational products that bring joy back to beauty. The brand is a pioneer in artisan-crafted baked makeup, delivering exceptional coverage and finishes for all skin types. As the brand's foolproof, easy-to-use makeup is well-known for its remarkable ability to flatter and enhance mature skin, Laura Geller Beauty has exclusively featured women over 40 in its advertising since 2021. Laura Geller Beauty products are available on QVC, LauraGeller.com, Amazon, and other select retailers.
SOURCE Laura Geller Beauty
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