Beauty company Living Proof is launching Timeless, a haircare line for women over 40, with a marketing campaign taglined #AgeWisely that's designed to ignite a larger cultural conversation around wisdom that comes with age.

The campaign, by Mechanica, sees women aged 45 to 70 plus appear in a tastefully put-together black and white video, minimally styled and light on makeup. They will also appear in non-touched up black and white photos running on social media platforms including Facebook, Instagram and Twitter.

A landing page on LivingProof.com hosts video interviews with all the women in the campaign, in which they candidly share stories about advice they took or didn't take. For example, they include the tale of a woman who ran off to get married to her sweetheart without parental approval, and another who listened to her mother and became a flight attendant although she was painfully shy. Another woman was told her only career choices were to become a secretary or a nurse and left Scotland for the U.S. to make her own choices. Libby Delana, founding partner and creative director at Mechanica, directed the women.

Living Proof is also asking consumers to engage with the campaign by posting advice on "How do you age wisely?" on social media.