• by Larissa Faw , February 29, 2016

Living Proof is launching its new product line, Timeless for women over 40 with a provocative ad campaign that features older women with minimal styling and makeup.

Developed with Mechanica, the #AgeWisely concept was created to ignite a larger cultural conversation around wisdom that comes with age. Images are designed to encourage consumers to engage with the campaign by posting advice on “How do you age wisely?”

The effort kicks off with a series of interview videos and non-touched up photographs shot in black in white that will run on paid social media platforms including Facebook, Instagram and Twitter. A landing page/product page on LivingProof.com will serve as the host for these videos.

"We went into the campaign with the intention that we would not use retouching at all,” says Anne-Marie Kline, VP of global marketing, Living Proof. “The casting call was for natural looking women and we were clear that we were going to just enhance their natural beauty with very minimal makeup."

Living Proof is a beauty company founded on technology originating from MIT science. Actress Jennifer Aniston serves as the brand's ambassador.

This is Living Proof's first time working with Mechanica. They have been developing the project since November.