Problem: 

Getting older happens to everyone, everywhere, but it’s women who have 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 "you look good... for your 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 by calling out the conflicts women face. 

To Communicate: 

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