Laura Geller Beauty is exclusively featuring women over the age of 40 in all of its marketing and social media messaging, and it is working with supermodel, actress, and author, Paulina Porizkova for its newest campaign. Starring 56-year-old Porizkova, the beauty campaign invites women to "get old together—and look great doing it."
The cast of mature women featured by the brand are united in their stance about embracing the beauty of aging and defying the status quo. Porizkova says, "There is an invisibility period between J.Lo, who is 52 but looks like she's 39, and the octogenarian who is hip and cool because she's still youthful inside." Created to normalize aging, this campaign from Laura Geller Beauty helps to reinforce the fact that mature women are powerful, sexy and experienced.
What's Driving This Trend
- Pro-aging Beauty
- Brands can capitalize on the growing movement towards celebrating the beauty of aging by catering their campaigns and products towards mature women.
- Age Diversity in Advertising
- Incorporating models and spokespeople of various ages into marketing strategies can help brands appeal to a wider audience and challenge societal beauty standards.
- Empowering Women Over 40
- Brands can empower and connect with women over 40 by promoting inclusive and positive messaging around aging and beauty.
Who This Affects Most
- Beauty
- The beauty industry can create new product lines and advertising strategies that cater specifically to mature women.
- Fashion
- The fashion industry can promote age inclusivity and diverse representation in their marketing, runway shows, and product lines.
- Media
- Media outlets can feature more diverse and empowering images and stories about women over 40 to challenge ageism and negative stereotypes.
