Laura Geller Beauty spoofs Dr. Rick to help women own their age

Leanne Morgan stars as Dr. Vick, hoping to steer women from entering their cringe era in latest spot

Published On
Apr 09, 2024
Leanne Morgan as Dr. Vick in the new Laura Geller campaign

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Meet Dr. Vick, your new age empowerment coach.

“It can take time for the lessons to sink in, but I know I'm making a difference,” says Dr. Vick, who specializes in helping women embrace their age and ignore social media trends that could take away from their truest self.

This is the message behind Laura Geller Beauty’s latest campaign: While no one can dictate what a woman should do, how she should dress or which trend to follow, one thing is clear for this cosmetics and beauty products brand, renowned for its makeup for mature skin—social media pressures and trends are out the door, and embracing your mature self is in.

The message is delivered humorously in “Own Your Age,” a spot featuring comedian Leanne Morgan as Dr. Vick, a parody of Progressive’s Dr. Rick. To be clear, Dr. Vick is not a surgeon or a hypnosis professional; instead, she is in charge of redirecting a group of women who are saying things like “slay,” twerking in front of mirrors and talking to online followers while exercising.

 

“For me, comedy has always been a vehicle for challenging age stereotypes through storytelling. Now, I'm thrilled to have the opportunity to encourage mature women to embrace both their inner and outer beauty at every stage of life and truly revel in it,” Morgan said in a statement.

“With this campaign, we’re uniting to proclaim, ‘Yes, I’m over 40, and yes, that’s perfectly OK,’ by empowering women to feel confident and celebrate every step of their journey,“ she added.

The 60-second spot was developed by Laura Geller’s in-house brand marketing team. Quinn Wilson directed the ad, which was produced by Bacon & Eggs Media. The campaign will be used across the brand’s social channels and digital platforms.

According to a recent study by AARP, 81% of women 50 and over reported feeling pressured to appear and dress more youthful. Laura Geller Beauty has long aimed to build a space to support mature women, challenging stereotypes that associate aging with negativity. The release of “Own Your Age” coincides with the brand’s own National Mature Women’s Day, established in 2021 to honor the beauty of aging.

In tandem with the campaign, the brand is offering its annual sitewide age-based sale, with discounts starting at 40% and increasing based on the customer’s age. They are also introducing an “Own Your Age” makeup kit featuring some of their best-selling products.

Credits

Date
Apr 09, 2024
Client :
Laura Geller
Agency :
Laura Geller

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