Clarins is launching a new campaign today, #WorthTheWrinkle, where they are targeting the millennial girl and changing the conversation about approaching aging. It supports the launch of new Multi-Active Day & Night creams.

According to the company, #WorthTheWrinkle aims at changing the conversation about beauty and approach to aging, essentially starting a new “beauty dialogue.” Clarins encourages women to be authentic and not shy away from experiences that make their lives richer. The company partnered with digital content production agency Makers and enlisted four of their top influencers across beauty, fashion and lifestyle to capture and share their #WorthTheWrinkle moments through a series of videos.

Camila Coelho, Brazilian-native and makeup artist, shares her experience on what it takes to be an international fashion and beauty sensation. Maya Washington, photographer, actor and lifestyle vlogger inspires us with her “Be Shameless” motto about overcoming your fears and chasing dreams. Chriselle Lim, fashion expert, digital influencer and innovator, tells a story of empowerment for women juggling career, family and friends. Carlie Butler, mom and fitness fanatic, is on a mission to spread the word about a healthy lifestyle for women and their families.

The campaign kicks off with blogger Cohelo on her digital platforms, the Clarins website and social media channels. A new episode will be released every two weeks until May.