What is the story about?
What's Happening?
Laura Geller, a makeup brand known for catering to mature skin, has relaunched its popular Baked Gelato Swirl Illuminator in the Gilded Honey shade. This product, which has been updated with a new formula, is specifically designed to meet the needs of women over 40. The relaunch comes after the brand received feedback that the previous formulation was not suitable for mature skin. The new version includes skincare benefits such as hydration and soothing properties, featuring ingredients like Hyaluronic Acid, Vitamin E, Vitamin C Esters, and Squalane. To promote the relaunch, Laura Geller has partnered with actress Debi Mazar for a campaign shot in Italy, highlighting the brand's commitment to authentic Italian craftsmanship.
Why It's Important?
The relaunch of the Baked Gelato Swirl Illuminator signifies Laura Geller's dedication to addressing the specific needs of mature women, a demographic often overlooked in the beauty industry. By incorporating skincare benefits into their makeup products, the brand is setting a precedent for others to follow, potentially influencing industry standards. This move could enhance customer loyalty and expand the brand's market share among older women. Additionally, the collaboration with Debi Mazar, a well-known actress and former makeup artist, adds credibility and appeal to the campaign, potentially attracting a broader audience.
What's Next?
Following the relaunch, Laura Geller is expected to continue its focus on products that cater to mature skin, possibly expanding its range with similar updates to other products. The brand's revamped Geller Gals Reward Program may also play a role in retaining and growing its customer base. As the campaign with Debi Mazar gains traction, it could lead to increased visibility and sales, encouraging other brands to adopt similar strategies in targeting mature consumers.
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