Objective: 

Reassert IAR Treatment Makeup as the foundation for those experiencing the first signs of aging with its blurring built-in applicator and moisturizing coverage to recruit Gen X and re-engage past users.
 

Context: 

As we age, our skin changes and for those who are in the know, IAR foundation is a staple for skin experiencing the first signs of aging – and we need to shout it from the rooftops, while never making anyone self-conscious about the skin they’re in. 

Problem: 

Across all cultures and generations, there seems to be a narrative about women and age. Getting older happens to everyone, everywhere, but it’s women who tend to worry about it most.

                        
Insight:

While self-assuredness and confidence grow as women get older, there are also some unavoidable realities - crackling joints, wrinkles appearing, and getting told we look good... for our age.  But acknowledging and talking about how we change with age means that we can age on our terms.

 

Strategy:

Expose the cringe-worthy narrative around aging with a sense of wit and comedic relief, by calling out the conflicts that real women face. 

To Communicate: 

Age on your terms, with a foundation made to work with your skin and never against it.