What made me go intothis business what fascinated me was seeing the transformation in women where I grew up.
I would think, “Wow, that’s so transforming.
I have to learn how to do that for myself.”
Courtesy of brand/Illustration by Clara Hendler
And if we feel good on the inside, typically we look better on the outside.
They’re not just mature clients, but themature clientshave spoken loudly, and we heard them.
To put up only young faces is not aspirational anymore.
Courtesy of brand
They’re smart shoppers, and they have disposable income, too.
You’d be crazy to leave out that segment as a retail brand.
I’m sensitive to it also.
Courtesy of brand
To be very fair and very transparent, I think we didn’t address that for a long time.
We thought that an older woman would look at a younger woman and see that as aspirational.
Women over 40 deserve to be seen because we’rehere.
And we’re still out there working.
We have developed moredehydrationandhyperpigmentationin our skin.
As we get older, we face more challenges in the way our skin changes and everything softens.
But there’s no reason why women shouldn’t take stock in themselves.
Our customer really appreciates that we’re using mature models we heard that loud and clear.
Our customer is very vocal, and we listen.
They were coming to our brand because they knew we had the right products for them.
They were coming to our makeup artists because our artists could really teach them how to do it.
Whywouldn’twe mirror that in all of our campaigns?
The team that I have gets it, and I’m really proud of them.
As told to Rachel Burchfield
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