PAW MarchIssue - Flipbook - Page 62
Laura Geller, founder of Laura Geller
Beauty and innovator extraordinaire is
perched at the top of the beauty game
with multiple accomplishments including being the longest-serving QVC
Beauty Ambassador and developing a
seismic shift to focusing on women 40
+ in her marketing campaigns. Laura,
tell me about the process of the transformative decision to feature models
exclusively age 40 plus and the reaction to this transformation.
I concur with this reaction! At some
point in my 50’s-60’s I stopped wanting
to seek beauty solutions from companies that utilized twenty-something
models and spokeswomen. Although I
applaud beauty and skincare for every
generation the needs of the younger
age group do not line up with my
focus.
Laura has a few surprises in recognition of this milestone. Are you
willing to announce any special ini-
“In 2019, we conducted market research on our clientele and who she
is and what she is interested in, and
it came to light that the majority of
Laura’s clients are 40+. It felt natural
to focus on this woman and shape
the brand around her as there are few
other brands doing so in the marketplace. Representation is so important, so if we are focusing on a woman 40+ with our products, it only
makes sense that we feature her
prominently as well.”
How has this evolution been received
by Laura’s Geller Gals, ranging from
consumers such as myself to Laura’s
numerous women of note?
“The reaction has been incredibly
positive both from the media at large
and our client base as they are very
excited to see themselves on our site,
social media, and marketing initiatives.”
80 THE PRO-AGE WOMAN March Issue
