Client: Laura Geller Beauty
To support their commitment to women 40+, Laura Geller Beauty relaunched its viral Baked Gelato Highlighter in the bestselling Gilded Honey shade with a refreshed, mature-skin–focused formula. To celebrate the relaunch, the brand partnered with actress and former makeup artist Debi Mazar for a playful, Italian-inspired campaign honoring the product’s heritage and artisanal manufacturing roots. The launch rolled out through a multi-channel strategy, including social media exposure (generating over 800K video views), earned media (678 placements), paid media support, email marketing, influencer partnerships, and a sales presence on QVC, Amazon, TikTok Shop, and the brand’s website. Highlights of the campaign’s success included 1,033 influencer posts across four social platforms, a custom VIP mailer, bi-coastal pop-up events with 1,500+ attendees, and the brand’s first-ever influencer trip to Florence to lean how the product is made in its birthplace and inspire content creation. The relaunch drove strong results: on launch day the product page accounted for 12% of site traffic, ranked #1 in Highlighters, and sold out in 48 hours on Amazon with a 4.7-star rating. By modernizing an iconic bestseller, Laura Geller Beauty reinforces its leadership in mature beauty and commitment to celebrating real women.
