Leanne Morgan helps mature women own their age in hilarious Laura Geller Beauty ad
In ‘Own Your Age,’ women over 40 engage in cringeworthy attempts to look younger, like using TikTok lingo and attempting to twerk.
Laura Geller Beauty, a makeup brand catering to mature skin, is squashing stereotypes and embracing age diversity with its humorous new campaign, ‘Own Your Age.’
The campaign honors National Mature Women’s Day, which the brand created to celebrate women over 40. Central to the campaign is a commercial directed by Quinn Wilson, which depicts the humorous lengths older women often go to in order to appear younger, from taking selfies to using Gen Z slang.
In the ad, comedian Leanne Morgan plays an age empowerment coach named “Dr Vick” (a nod to Progressive’s ‘Dr Rick’ commercials), who helps mature women in an “Aging Women’s Support Group” to embrace the aging process.
Laura Geller, founded in 1993, stands out in an industry that caters to younger women and markets anti-aging products to older demographics.
“A hallmark of Laura Geller Beauty is our humor led by our hilarious founder Laura Geller, who at age 65 strikes the perfect balance between owning her age but not taking herself too seriously,” Sara Mitzner, vice-president of marketing, AS Beauty, told The Drum. “Our pro-aging mission to encourage women everywhere to embrace their age is an important topic that deserves attention; however, in an effort to stay true to our brand, we wanted to address the message with comedy and entertainment.”
The campaign is informed by a recent AARP study, which found that 81% of women over 50 feel pressure to look and dress younger.
Mitzner added: “We’ve all seen the Progressive ads featuring the Dr Rick character and we were inspired by how they poke fun at younger people acting traditionally older. We had the idea to reverse this concept and poke fun at older people acting traditionally younger as a way to encourage women over 40, who often feel they need to act younger to stay relevant, that they can just be themselves. We knew the comedian Leanne Morgan would be the perfect fit to play the ‘Dr Vick’ character. She’s absolutely hilarious and we loved how she broke as a comedian after the age of 50.”
Along with the campaign comes a sitewide age-based sale on April 9 only, with discounts starting at 40% with increments corresponding to age (meaning, if you’re 52, you get 52% off, etc). Additionally, the brand will introduce an ‘Own Your Age’ makeup kit on www.LauraGeller.com, featuring its 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.
“It’s truly been an honor to team up with Laura Geller Beauty for their inspiring ‘Own Your Age’ campaign,” Morgan said in a statement. “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 OK,’ by empowering women to feel confident and celebrate every step of their journey.”
The campaign was ideated and developed by the brand’s in-house marketing team. Bacon & Eggs Media assisted with script writing, set design, shoot production and post-production.
It will run on national television, Meta platforms, and on the brand’s digital properties including direct-to-consumer websites, social media, email marketing, and SMS marketing. The campaign will also appear on Leanne Morgan’s social media.
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