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Laura Geller Beauty
Love Your Life Lines
Image copy:
MY RETIRED, BUT NOT REALLY LINE
In a world so obsessed with ways to eliminate wrinkles and laugh lines, it’s easy to forget where those lines come from.
Laura Geller is a mature beauty brand with a mission is to demystify everyday makeup and amplify a woman’s beauty at every phase of her life.
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We pitched them an audacious OOH campaign to drive brand awareness, product interest and increase Laura Geller's website traffic based around dispelling mature beauty myths.
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Laugh lines, wrinkles, and folds are a natural part of getting older.
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And while the beauty industry continues to push cosmetic procedures to hide these lines, we know they’re a powerful symbol of a life well-lived.
Instead of altering signs of aging, let’s empower women to let them shine with the natural glow of Laura Geller's line of makeup products specifically engineered for women with mature skin.
Image copy:
MY AGING GRACEFULLY (crossed out) GRATEFULLY LINE
Image copy:
MY DROPPING MY KID OFF AT COLLEGE LINE
MY ENJOYING MY EMPTY NEST LINE
The typographic copy in our photography is penned on the skin of our models’ life lines during the shoot, allowing the complexion and contours of our models’ faces to organically warp the lines.
Our aim for this campaign was to tell the women's stories behind their life lines, and to turn those hard won lines into a celebration of beauty and strength.
Credits
Copy by me
AD by Justin Lloyd