• by Fern Siegel , Yesterday

Mature women have mature skin needs. And that's where Laura Geller shines in its new "Better With Age"  campaign.

Laura Geller, known for artisan-crafted baked makeup, has relaunched a brand fave: Baked Gelato Swirl Illuminator in gilded honey shade. The move highlights Geller's commitment to serving women over 40.

To celebrate the launch, the company tapped actress Debi Mazar ("Collateral," "Entourage") for a campaign that runs across the brand’s digital and social platforms and select streamers. Shot on location in Florence, Italy, the work celebrates Italian craftsmanship, the brand's signature. 

Creative was done in-house at AS Beauty.

By updating the existing formula, founder Geller says it “delivers the same radiant glow our customers love — now with added skincare benefits that hydrate, soothe and flatter mature skin.”

In addition to vitamins C and E, the secret ingredient is boron nitride, a light-diffusing mineral that creates a soft-focus glow. 

Mazar, a former makeup artist who lives in Italy, says the collaboration felt like a natural fit. 

The brand debuted in 1997, but since 2021, has only featured women over 40 in its ads.

The company has also revamped its Geller Gals Reward Program.