Paula’s Choice is setting out to redefine longevity with its new social media campaign, The Long Game.
Spotlighting four female athletes over the age of 65, The Long Game shares their stories and celebrates how they are rewriting the narrative around ageing.
Competitive sprinters Madonna B. Hanna (72) and Jacky Lee (68, pictured in lead image) feature in the campaign, alongside social media star and avid tennis player Doroty Wiggins (100).
Maryjane Fahey (75), a former fashion executive and founder of Glorious Broads, also features in the campaign.
Glorious Broads is a community dedicated to dismantling outdated narratives around women over 50, and Fahey can often be found channelling her energy in the boxing ring.
The campaign is centred on the launch of Cellular Youth Longevity Serum, developed over five years to improve signs of ageing while supporting skin health.
This is not the first time the Unilever-owned brand has turned its attention to sportswomen, having previously partnered with rugby star Ilona Maher.
"The Long Game reflects our commitment to empowering women of all ages to defy expectations, and take control of how they age," said Tina Pozzi, CMO of Paula's Choice.
"By challenging expectations around ageing, the campaign brings that belief to life in a powerful way."
Speaking on her athletic career, Hanna added: "If my younger self could see me now, she would be bent over laughing, especially at the fact that I was 70 years old competing in a national 4x1 relay.
"It is never too late to try something new. Learning to be the best sprinter I can be has brought me so much joy."
Paula’s Choice worked closely with creative agency See Me to bring the campaign to life.
See Me founder Sara McDowell said: "From the start, we wanted to reimagine longevity not as slowing down, but as something that grows strength, confidence, and energy over time.
“Visually, we leaned into a lo-fi, curated, UGC-inspired style to break away from conventional portrayals of older female athletes.
“This contemporary approach captures the vitality and joy they find through movement, while allowing age to show, creating a space to tell each woman's story in a way that feels honest, powerful, and deeply human."
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