Prai Beauty has named British Radio Presenter Jo Good as Brand Ambassador of its ‘Love Your Neck’ campaign.
The partnership aims to challenge “outdated” beauty standards and spotlight “confidence, individuality and self-expression at every age”, according to the Luxury Brands-owned business.
The campaign will promote Prai Beauty’s hero neck care range, which includes Ageless Throat & Décolletage Crème, and aligns with what the brand claims is the “cultural rise of granny-core”.
The brand said this is a trend that celebrates “vintage flair and the confidence that comes with experience”.
For Prai Beauty, it was key to find an ambassador who could authentically represent the brand’s hero neck products.
Good’s appointment was the “perfect representation of living life to the full and embracing ageing, while having fun and looking and feeling your best”, Annie Toker, Brand Consultant for Prai Beauty, told Cosmetics Business.
“We love how authentic she is when talking about her genuine use of the products; it does not feel overtly commercial.”
Good’s appointment also comes at a time when more brands are aiming to improve the representation of mature consumers in the beauty industry.
Toker added, however, that there is still a long way to go, and continued: “Brands who target this demographic should be bold about it.
“These consumers do not want to be sold anti-ageing products with young models in the campaigns – and we still see this.
“They are looking for people who clearly represent them, and this is so important in the work we do at Prai Beauty.”
Good will feature in a digital-first campaign across the brand’s UK website on the homepage and a dedicated landing page, as well as across paid social adverts.
She will also feature Prai Beauty’s marketing across her own YouTube channel and Instagram, as well as co-hosting a press and influencer event in March to launch an unnamed upcoming product.
Toker added: “We want to show it is never too late to start improving the way your neck looks.
“We know many women feel very insecure about their neck as it has often been neglected from their facial skin care regime, and it ages faster than their face.
“It is important to us to represent the mature customer in our campaigns and really engage our midlife community.”
Talking about the partnership, Good said: “I ignored my neck for years (didn’t we all?).
“Then I discovered Prai [Beauty] and realised it is never too late to start, which is my philosophy to everything in life.
“I am not trying to look younger, and Prai [Beauty] understands that beauty does not expire.
“We can love every part of ourselves, and I truly believe this inner confidence grows as we mature.”
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