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Special Project

Special Project
From the 15th Annual Shorty Awards

National Mature Women's Day

Bronze Honor in Micro-Influencer Strategy


Laura Geller Beauty was founded 25 years ago, when Laura Geller merged her two passions: beauty and Broadway. The first product from her eponymous makeup line–a highlight and contour kit–sold out in just minutes. From there, her beauty brand quickly took off. 

In 2019, Laura Geller Beauty conducted research to learn more about its customer base, revealing that their core customer is at least 40-years-old. The brand decided to change its marketing strategy to ensure that their audience is clearly represented. 

The brand decided to exclusively feature women over 40 years old across all channels, increasing the visibility of “women of a certain age”.

By targeting her mature audience through social networks, Laura Geller sought to expand her customer base and celebrate their seniority.

Strategy and Execution

Laura Geller Beauty created a holiday to celebrate the beauty of aging women nationwide. In 2021, April 9th became officially known as National Mature Women’s Day. 

For the inaugural holiday, the brand needed to spread awareness to Laura Geller’s core audience that would be authentic to the brand. 

What better way to celebrate National Mature Women’s Day than to not shy away from your age? 

The brand created an age-based discount. Enter your age on the Laura Geller Beauty website and that is the percentage off you’ll receive on your purchase. The only requirement: you must be 40 or older to be eligible.

That means if you’re 60 years old, you received 60% off your total purchase, etc. 

We leveraged a network of micro-influencers to drive reach and awareness amongst like-minded audiences on National Mature Women’s Day, speaking to the brand’s mission and celebratory promotions. By leveraging these micro-influencers, we helped Laura Geller Beauty drive brand credibility, affinity, and customer acquisition through authentic influencer storytelling and product experiences. We were also able to garner high-quality, compelling social content to be used on Laura Geller’s owned and operated channels.

Our Paid Micro-Influencer Partners

We identified 13 influencer partners based on their audience demographics, reach, engagement rates, content quality, as well as connection to beauty and positive sentiments around embracing aging. Each partner created two phases of content:

Our Earned Micro-Influencer Partners

We vetted and identified beauty, fashion, and lifestyle-focused influencers within the target age demographics across Instagram and TikTok. Our vetting process was also based on the partners’ reach, engagement rates, and content quality. 

We secured 20 nano to micro-tier diverse female influencer partners, which is double our initial KPI of 10 partners, to receive Laura Geller products of their choice in celebration of National Mature Women’s Day. Strategically, we secured additional earned partners through our paid partners via a get-one-give-one approach, tapping into their networks and providing us with influencer friends who would be interested in receiving beauty items from Laura Geller and spreading the word around National Mature Women’s Day. 

We provided messaging briefs with promotion details and required tags, diligently following up and encouraging influencers to share content when tracking was made available.


The first National Mature Women’s Day was a success with our micro-influencer program results exceeding all our KPIs!

Paid Micro-Influencer Results 

Earned Micro-Influencer Results 

In addition, Laura Geller’s National Mature Women’s Day earned 1.1 billion media impressions, 2.8 million social impressions and 179 total paid and earned social posts (KPI of 36). Laura Geller Beauty received feature coverage in the following publications where our target audience frequents:  

Within 24 hours on National Mature Women’s Day, Laura Geller Beauty received 3,000+ new customers!


Entrant Company / Organization Name

Small Girls PR, Laura Geller Beauty


Entry Credits