Chief Mature Officer Ft. Kristin Chenoweth

Client: Laura Geller Beauty

Laura Geller Beauty has been a pioneer in the pro-aging space. In 2021, the brand created National Mature Women’s Day (NMWD), a calendarized holiday celebrated every April 9th. The day honors women 40+, a demographic with significant spending power that is often underrepresented in the beauty industry.

Every year, NMWD is 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. For 2025, the brand appointed 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 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 marketing drove urgency among loyal customers. At its core, the campaign sought to reframe aging as aspirational by using a beloved celebrity voice who could resonate with women 40+.