How did you celebrate National Mature Women’s Day last week? Created as a way to celebrate and shine a positive light on “mature women,” the idea came from the cosmetics guru Laura Geller, one of the most prominent producers of cosmetic products and makeup intended for older women. Geller has just come out with a new ad campaign using humor and poking fun at “youth culture” to highlight the need for women to “own their age” and celebrate their appearance without the need or pressure to look younger. That pressure is real, as a recent poll by YouGov found that at least 40% of older women feel the need to wear makeup at least a few times a week, if not every day, and among the reasons these women cite for wearing makeup is the need to “hide signs of aging.”

The ad campaign features Leanne Morgan, a 57-year-old comedian whose later-in-life comedic career was launched as she went door-to-door selling jewelry. The ad campaign features Morgan as “Dr. Vick,” counseling older women on how to “own their age” and be proud, without resorting to silly clothing or youthful slang to try to project a more youthful image. You can watch this humorous advertising performance by Morgan here and you can find out more about Morgan’s own career path and comedy performances here. Using humor as a way to connect with women and have them “own their age” is a positive message that Geller has previously used in her advertising. And she may have the last laugh, as one of the most successful producers of cosmetics for older women. You can see the full range of Laura Geller products here.

When it comes to cosmetics for mature women, there’s also the success story of 66-year-old Bobbi Brown, someone we have also previously spotlighted. Brown was the founder of the eponymous Bobbi Brown cosmetics company, which she sold to the Estee Lauder company for tens of millions of dollars and which pioneered the “no-makeup” makeup look. On the day her non-compete contract with Estee Lauder ended in 2020, Brown started her successful new make-up company, Jones Road Beauty, which also champions older women and encourages them to love their faces regardless of age. As an older woman, she’s her own best customer, promoting products that offer a clean minimalism that enhance your natural beauty.  For some of her makeup tips for women over 60, turn on your makeup mirror and look here. And to see the full range of Jones Road Beauty products, wash your face clean and click here.