12.06.22
Laura Geller Beauty has unveiled its new "Reverse Photoshop" campaign, which the beauty brand says tackles society's fixation on aging. It features entrepreneur, philanthropist and TV star Bethenny Frankel.
The campaign video showcases Frankel, who has been vocal about cosmetic procedures, filtering and photoshop on social media, with a photoshopped face—but for the opposite reason. Frankel speaks candidly about accepting the physical signs of aging while visual effects are used to add wrinkles and fine lines onto her face. Watch it below.
"I'm excited to partner with Laura Geller Beauty, a brand that is actively trying to revamp this dated notion of aging and empower women to be proud of themselves the way they are," said Frankel. "A wrinkle here or there isn't the end of the world and it's about time we stop filtering, photoshopping, and portraying a false image of what we really look like."
With this campaign, Laura Geller Beauty contends it continues to change the narrative on what is considered aspirational in beauty.
"We want to create a new version of what's considered 'beautiful' in society for women in all stages of their lives, and we're very excited to have Bethenny join us on this mission," said veteran makeup artist and brand founder Laura Geller. "We have a shared goal of destigmatizing aging in beauty and with this campaign, we hope to set an example for women everywhere that they too can and should be proud of every wrinkle that makes them who they are. Let's celebrate the fact there is beauty in aging!"
Last spring, Laura Geller Beauty created a holiday—National Mature Women's Day— to celebrate older women, and previously partnered with Paulina Porizkova to create the 'Let's Get Old Together' campaign.
The brand also features women over 40 in all its marketing and social media messaging.
The campaign video showcases Frankel, who has been vocal about cosmetic procedures, filtering and photoshop on social media, with a photoshopped face—but for the opposite reason. Frankel speaks candidly about accepting the physical signs of aging while visual effects are used to add wrinkles and fine lines onto her face. Watch it below.
"I'm excited to partner with Laura Geller Beauty, a brand that is actively trying to revamp this dated notion of aging and empower women to be proud of themselves the way they are," said Frankel. "A wrinkle here or there isn't the end of the world and it's about time we stop filtering, photoshopping, and portraying a false image of what we really look like."
With this campaign, Laura Geller Beauty contends it continues to change the narrative on what is considered aspirational in beauty.
"We want to create a new version of what's considered 'beautiful' in society for women in all stages of their lives, and we're very excited to have Bethenny join us on this mission," said veteran makeup artist and brand founder Laura Geller. "We have a shared goal of destigmatizing aging in beauty and with this campaign, we hope to set an example for women everywhere that they too can and should be proud of every wrinkle that makes them who they are. Let's celebrate the fact there is beauty in aging!"
Last spring, Laura Geller Beauty created a holiday—National Mature Women's Day— to celebrate older women, and previously partnered with Paulina Porizkova to create the 'Let's Get Old Together' campaign.
The brand also features women over 40 in all its marketing and social media messaging.