Laura Geller Beauty has been a pioneer in the pro-aging space, creating National Mature Women’s Day (NMWD) in 2021 as a calendarized holiday every April 9th that celebrates women 40+, an older demographic with immense spending power yet one that feels underrepresented in the beauty industry.
Each year, NMWD has been anchored by the brand's Age-Based Sale, offering customers a one-day discount equal to their age—a tangible way to reward aging while underscoring the brand’s pro-aging values. The holiday has grown into a major brand moment, driving both engagement and revenue, yet the challenge remained: how to expand cultural relevance and visibility even further. The solution was to appoint actress and singer Kristin Chenoweth, who embraces aging and all its complexities, as Chief Mature Officer—leveraging her humor, authenticity, and cross-generational appeal to spark conversation, attract new audiences, and evolve the holiday into a mainstream cultural event celebrating the beauty, wisdom, and confidence in aging.
On launch day, Kristin debuted her playful “executive role” through humorous digital content amplified across Laura Geller Beauty’s and her own social channels. The content positioned Kristin as the face of the pro-aging movement, using her signature charm to engage audiences while spotlighting the brand’s products. A hero landing page showcased Kristin’s curated 40+ Club Makeup Kit alongside the Age-Based Sale, creating a seamless funnel from engagement to purchase. Simultaneously, interviews with Kristin in outlets like People and Harper’s Bazaar expanded reach, while email and SMS to the Laura Geller Beauty database drove urgency among loyal customers. Post-launch, additional content extended the campaign's life.
The campaign exceeded internal target KPIs. Brand awareness surged with over 2.4 billion media impressions (+9% YOY) and 545 media placements (+4% YOY). 42 influencers posted in support across 4 social platforms, totaling 148 posts with 935K video views, 183K impressions, and 0.82% engagement rate. The campaign video garnered an impressive 426,588 video views with a 3.13% engagement rate. On launch day, the Age-Based discount sign-up page saw an 88% increase in sessions compared to 2024. Over 50,000 people signed up for the discount, marking an 11% year-over-year growth and making 2025 the largest year yet. 77% of the email captures were by returning users, reflecting deep community love for the annual sale. The Age-Based Sale drove short-term growth as well with $746.3K in sales in a single day and site traffic up 26% compared to Monday 4/8. Conversion rates reached 4.9% vs 3.1% the day prior.. By maximizing cultural resonance with modest spend, the campaign delivered both immediate revenue and lasting brand equity.
