Laura Geller’s Game-Changing Campaigns & Underrated Gems
Share
While Laura Geller’s Italian baked cosmetics and mature skin-friendly formulas have long been beloved, the brand’s recent rise to new heights owes much to its bold marketing moves and under-the-radar heroes. From a viral age-based discount campaign that redefined customer engagement to cult-favorite lipsticks and mini-sized treasures, Laura Geller continues to prove that beauty for mature women is not just about coverage—it’s about celebration. Let’s dive into the brand’s most impactful initiatives and must-try products you might have missed.
I. The Viral Sensation: "Own Your Age" Campaign That Broke the Internet
In 2024, Laura Geller’s annual "Own Your Age" campaign—launched to honor National Mature Women’s Day in April—became a cultural phenomenon. The genius concept? Discounts equal to your age: a 52-year-old shopper gets 52% off, a 73-year-old enjoys 73% off, and so on. To claim the personalized discount code, customers simply register their birthdates on the brand’s DTC website, unlocking a limited-time offer valid for a week post-event.
The results were staggering: the brand distributed 44,731 discount codes, with 18,382 going to first-time registrants—proving its power to attract new audiences. On the campaign day alone, website average session duration increased by 1 minute and 28 seconds, sales surged 45% compared to the previous week, and bounce rate dropped 24%. What’s more, the campaign garnered unsolicited media coverage from major outlets like Fox 11 News, Forbes, Prevention, and Ad Age, shining a spotlight on mature women’s purchasing power and influence.
“Sara Mitzner, VP of Brand Marketing at parent company AS Beauty, emphasized: ‘We’re truly rewarding older consumers with economic incentives.’” Unlike other beauty brands that merely feature mature models, Laura Geller’s campaign put action behind its values—turning age from a taboo into a badge of honor. This approach resonated deeply: over 4,000 consumers made immediate purchases after receiving their codes, solidifying the brand’s status as a champion of age inclusivity.
II. Underrated Stars: Beyond Baked Palettes—Lipsticks & Mini Kits
While Laura Geller’s baked highlighters and Spackle primer steal the limelight, the brand’s lesser-known products deserve equal praise—especially among beauty enthusiasts and influencers.
-
Creamy Matte Lipstick in Mocha Rose: A fan favorite hailed as a "daily essential" by beauty bloggers, this shade is a universally flattering mocha-rose hybrid—think Armani 501 with a softer pink undertone. The creamy formula glides on smoothly without feeling heavy or sticky, boasting a comfortable wear time and a subtle minty scent. Perfect for mature lips that crave hydration without sacrificing color payoff, it’s often spotted in makeup artists’ kits and regularly goes on sale (some shoppers snagged it for half-price on the brand’s )[superscript:3)].
-
Mini Baked Highlighter Trio: For beauty lovers who want to test the brand’s iconic baked formula without committing to a full-size product, this mini set is a game-changer. Priced at just $12.99 (with free shipping on eBay), it includes three 1.8g shades—French Vanilla (a low-key matte ), Portofino (a natural champagne glow), and Golden Rose (a luminous finish)—curated by flash intensity, not just color. Beauty YouTubers like shamelessfripperies rave about its versatility: French Vanilla doubles as a setting powder, Portofino complements everyday looks, and Golden Rose rivals high-end highlights like Giorgio Armani’s Ginger for a red-carpet worthy shimmer.
-
Baked Bronzer & Blush Duo: Crafted with the same Italian hand-baked as the brand’s bestsellers, this duo features two complementary shades that blend seamlessly on mature skin. The bronzer adds a sun-kissed warmth without orange undertones, while the blush delivers a natural flush—both formulated to avoid settling into fine lines. As noted by beauty site Haitao Bei, the brand’s baked products use innovative I.M.C. technology to correct skin tone and enhance contours, making this duo a staple for busy women who want a polished look in minutes.
III. Why Mature Women Choose Laura Geller Over Luxury Brands
In a market flooded with anti-aging cosmetics, Laura Geller stands out for three key reasons:
-
No "Anti-Aging" Fear-Mongering: Unlike brands that focus on "erasing" wrinkles, Laura Geller celebrates mature skin—its products enhance natural beauty rather than promising youth. This aligns with the values of its core demographic: women who prioritize comfort, longevity, and self-expression over unrealistic standards.
-
Practicality Meets Luxury: The brand’s multi-purpose products (like the all-in-one baked compact) and travel-friendly minis cater to women with busy lifestyles. As Mitzner noted, mature consumers are willing to invest in products that save time—Laura Geller delivers on that need without compromising on quality.
-
Authenticity in Representation: Since 2021, all Laura Geller campaigns have featured women over 40, partnering with icons like Fran Drescher and Paulina Porizkova. This commitment to authenticity has fostered a loyal community: shoppers don’t just buy products—they buy into a brand that sees and values them.
IV. Where to Shop & Pro Tips for Maximum Value
Laura Geller’s products are available on its official website, QVC (where it’s the second-biggest selling cosmetics brand)[superscript:2)], Sephora, and eBay. For the best deals:
- Mark Your Calendar: Don’t miss the annual "Own Your Age" campaign in April—sign up for the brand’s newsletter to get early access to discount codes.
- Try Minis First: The mini highlighter trio and travel-size Spackle primer are affordable ways to test the brand’s star formulas.
- Follow Beauty Bloggers: Youtubers like Kathleen Lights and Desi Perkins often feature Laura Geller products in their "mature skin friendly" hauls, offering honest reviews and application tips.
Conclusion: A Brand That Grows With You
Laura Geller’s success isn’t just about great products—it’s about building a relationship with women that evolves over time. From the "Own Your Age" campaign that celebrates life’s milestones to the creamy lipsticks and versatile minis that fit every occasion, the brand understands that beauty after 40 is about confidence, convenience, and joy. Whether you’re a long-time fan or a curious newcomer, Laura Geller proves that age is not a limit—it’s a reason to shine brighter.
As one shopper put it: "Finally, a brand that doesn’t make me feel like I need to hide my age. Laura Geller’s products work with my skin, not against it—and that’s priceless."