Laura Geller Wants You to "Own Your Age" With Its New Campaign
There’s no age limit on beauty.
It goes without saying that there’s no age cap on looking and feeling beautiful and Laura Geller Beauty is making sure that everyone knows that with its new “Own Your Age” campaign. Starring comedian Leanne Morgan, the campaign aims to celebrate women over 40 years old. The cosmetic brand has even created a holiday in honor of older beauty lovers named “National Mature Women’s Day,” on which it will release the advertisements.
Per the brand, this new campaign “explores the different facets of aging, the pressures older women experience to keep up with the younger generations and creates a safe community that encourages older women to embrace and celebrate all aspects of aging.” The ads will go live online and on streaming services, along with the brand’s “age-based” sale. Every year, the company gives 40% off to consumers aged 40 and younger, while older consumers get their exact age off in a percentage discount.
In the commercial, mature women are shown bringing comedic relief to ageism in beauty by acting and dressing like their younger counterparts based off of research from a study by AARP that found that “81% of women over 50 say they feel pressure to look and dress younger.” The actresses are seen taking selfies, using Gen Z slang, making Tik Tok videos and rocking trendy makeup looks while an “Age Empowerment Coach,” played by Morgan, encourages them to embrace their age in an “Aging Women’s Support Group.”
As part of the “Own Your Age” campaign, the brand is releasing a makeup kit that consists of its best-selling products, like the Best of the Best Baked Face Palette, Retractable Angled Kabuki Brush and Jelly Balm Hydrating Lip Color, that can be purchased on the brand’s website. The palette is a four-in-one product that can be used for eyeshadow, blush, bronzer and highlighter. The jelly balm is a quick and easy way to add a pop of color to the lips and the Kabuki brush can be used to easily apply complexion products and color cosmetics.
For more beauty news, check out our coverage of Serena Williams’ cosmetics line, Wyn Beauty.
