Covid-19: Makeup Museum sparks nostalgic beauty memories with seniors during lockdown

By Becky Bargh | Published: 17-Apr-2020

The beauty-dedicated museum’s new virtual campaign hopes to spark conversations with potentially lonely elderly consumers self-isolating during the coronavirus pandemic

Makeup Museum is motivating senior citizens to get nostalgic about their beauty memories with a new virtual campaign during the coronavirus pandemic.

The new Generations of Beauty initiative encourages young people to spark conversations with, potentially lonely, older consumers that are self-isolating as more countries impose lockdown restrictions.

Makeup Museum’s co-founder Caitlin Collins kicked-off the project with a video Q&A via the company's Instagram account with her grandmother.

“We launched our Generations of Beauty campaign to encourage beauty lovers around the world to speak with their loved ones about make-up history,” said Collins.

“Normally, with life moving so quickly, we may not take the opportunity to collect these personal, and often entertaining and uplifting, beauty accounts.

“By sparking these conversations now we can bring a sense of comfort to older generations who may be socially isolated and looking for connection during this uncertain and scary time.”

Interested consumers can send their conversations discussing memorable moments, favourite brands and products, as well as icons to

Makeup Museum has also pledged to donated US$1 for every social media comment or like on its Instagram #GenerationsofBeauty during April, up to $10,000, to Meals on Wheels.

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