Make-up artist Laura Geller’s eponymous brand has tapped supermodel and actress Paulina Porizkova for its newest campaign.
The Lets Get Old Together campaign, which aims to celebrate beauty later in life, stars the 56-year old embracing her age and being the “best she’s ever been”.
Earlier this year, the cosmetics brand made the decision to exclusively feature women over 40 in all of its marketing and social media messaging.
"We want to make all women feel beautiful and worthy whether they're 19 or 90," said brand founder Geller.
Porizkova, who made her modelling debut at 18, created the #betweenjloandbettywhite on social media platform Instagramto address ageism among older women.
"If you accept ageing for what it is and forgo interventions like Botox, fillers, or a little nip and tuck, you get dismissed from the table until you're Betty White's age," said Porizkova.
"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."
The campaign will be promoted on Instagram, Facebook and YouTube, wrapping up around the brand's spring campaign launch in April 2022.