In honor of National Mature Women’s Day on Tuesday, April 9, Laura Geller has launched its annual age-based sale, available now through April 16, with discounts of up to 80 percent.
Alongside the promotion, the brand has unveiled its yearly Own Your Age campaign. This year’s star? Comedian Leanne Morgan. In the one-minute clip, Morgan portrays Dr. Vick, an “age empowerment coach (seemingly inspired by Progressive’s well-known commercials starring so-called Parenta-Life Coach Dr. Rick).
Dr. Vick’s mission is to encourage women to embrace their age authentically. “Getting older can be hard,” she says in the clip. “For women especially, it can feel like you’re supposed to stay young forever. My job is to help women ignore that feeling and embrace their age.” Throughout the video, the coach advocates against the idea of pretending to be someone you’re not, as her peers comedically act like twenty-somethings.
Laura Geller herself created and registered National Mature Women’s Day as a tribute to older women. “There’s nothing like this,” she told NewBeauty in an interview about the annual sale in April 2022. “We realized that she [the mature woman] is very vocal, she wants information, she wants to keep learning and we thought there was room to really focus on her and that’s why we decided to register this holiday.”
“I really want to spotlight mature women, and I want them to feel like they are as much included as young women and models and influencers and let them know that they’re heard, and they’re just as important,” she continued.
The sale is a fitting way to honor the holiday, offering discounts that match your age percentage-wise. Starting at 40 percent for those 40 years old, discounts increase with age. For instance, if you’re 70, you’ll receive 70 percent off and so forth. To access the discount, customers must provide their email and birth date on the brand’s website and receive their exclusive discount in their inbox.
The brand’s also offering an Own Your Age Bundle, starring three brand favorites: the Best of the Best Baked Face Palette, Retractable Angled Kabuki Brush, and Jelly Balm Hydrating Lip Color. It’s a $155 value for $99. And that’s before you enter the discount code at checkout. As a bonus, all shoppers can use the code “OWN40” at checkout for 40 percent off their purchase.
Each year, Laura Geller spotlights women over 40 in its campaigns. “I always say my customer is 19 to 90 below and beyond, but we found that our clients and fan base are often over 40,” the founder explains. We thought, why aren’t we making a better effort to speak directly to her?”
In previous years, the brand enlisted supermodel Paulina Porzikova and actress Fran Drescher, both of whom are fans of the cosmetics line.
In a conversation with Drescher about her Laura Geller collaboration, The Nanny alum described it as an “organic partnership.”
“I’ve gotten very educated on Laura Geller products and the care and attention they take for how they’re manufactured, and all the powders are baked on tile in Italy,” she explained. “Also, a lot of the products are geared for the over-40 lady, and I find it very authentic and sincere, and very convincing. I am also a cancer survivor and I am the founder of the Cancer Schmancer movement, and one of the major platforms for my organization is detox your home, and ask yourself what products you’re using. So it has to reach a certain criteria for me to put my face and my name to it because I walk the talk. I felt confident that I could move forward with these products.”
Drescher’s go-to Laura Geller product? The Baked Balance-n-Brighten Color Correcting Foundation. Great new: It’s featured in the deal above. “You just put that all over your face and it gives you a finished look,” she gushes.
