Laura Dern, 51, Lands Her First Beauty Campaign

Inclusive casting in fashion and beauty advertising is becoming more of a must and less of maybe. And while that’s translated to long overdue diverse representation of skin tones, cultural backgrounds, and body types, ageism still runs rampant. CoverGirl moved the needle casting 69-year-old Maye Musk as an ambassador back in September. Now, Kate Spade is introducing a new fragrance campaign with three actresses whose ages span nearly four decades.

Advertisement – Continue Reading Below

Kate Spade

Laura Dern, 51, Sasheer Zamata of SNL fame, 31, and Rookie founder Tavi Gevinson, 21, are all faces of In Full Bloom, Kate Spade’s new fragrance launching March 1. As Fashionista noted, this is Dern’s first beauty campaign—it’s about time considering she’s been acting in hits like Big Little Lies, Jurassic Park, and countless others for over 40 years.

“We focus on a psychographic instead of a demographic,” said Brian Vander Meyden, vice president of global marketing and prestige sales at The Premiere Group, which distributes Kate Spade fragrances, in an interview with WWD. “To have women of three different ages speak to what in full bloom means to them makes [the fragrance] unique.”

To capture the spirit of the fragrance’s youthful, floral, peony, rose, and lotus flower-infused scent, all three women created “love letters” to themselves in the form of black and white videos for the campaign.

Advertisement – Continue Reading Below

“Girl, just let it go. It’s fine. You’re doing the best you can,” Dern says in hers, “I think if I really could write this love letter to myself it’d be very cut and dry: You got this, Dern.”

Watch Zamata’s and Gevinson’s, ahead.

Kate Spade

Kate Spade In Full Bloom, $98;


Source link

Articles You May Like

Can Thyroid Problems Cause Anxiety?
Chloë Sevigny Has a Gen-Z Advisory Council
6 Beauty Secrets I Learned from Jasmine Tookes
HIIT Cardio Exercises | POPSUGAR Fitness
Exercises to Do If You Don’t Like Squats

Leave a Reply

Your email address will not be published. Required fields are marked *