PRAI Beauty has extensive retail expansion plans for both the UK and US retail, opening more doors this summer and branching out further into ‘midlife’ skincare for the face and body. To support the expansion, PRAI is proud to announce the signing of Lisa Snowdon as its Chief Pro-Ageing Advocate and Brand Ambassador. It is the first time the brand has signed an ambassador of this scale.
Navigating her own midlife experiences, Lisa Snowdon is a fifty-year-old age-positive warrior, who uses her platforms to educate, empower and inspire women, proving that age is nothing but a number. Together they will help women feel good in their skin and help break down taboos on subjects that matter in midlife, from wrinkles to menopause and everything in between.
Lisa Snowdon says “I feel my most liberated at 50, and it’s exactly this message I want to convey through my work with PRAI Beauty. We recognise how fearless and fabulous women are, we also appreciate midlife can be an anxious time too. Through education, inspiration and some brilliant hard-working skincare, I hope we can help women feel liberated too. Good skin is a great place to start.”
The one-year, through-the-line partnership will be centred around the new overarching ‘Own It!’ campaign, celebrating the fearlessness of women, whilst equipping them with knowledge and hard-working products that give them a beauty boost. Knowledge is power and the campaign will educate women about the changes their skin may face during important life events like menopause, whilst providing targeted products that deliver.
The partnership will begin with Lisa supporting one of her favourite products in the range, PRAI Beauty’s best-selling, award-winning neck range, including the cult Ageless Throat & Decolletage Creme – with exciting new product news in neck care following soon after. Lisa will also support the brand’s co-created range of products with M&S, for perimenopause and menopause; MenoGlow, being a key voice in this area.
The digital-first partnership will focus on new social advertising featuring Lisa and driving direct-to-consumer sales, and a takeover of the UK website and email. It will also include a new print advertising campaign and PR as well as in-store POS in key M&S stores, where PRAI Beauty is the number one beauty brand, and the expansion in Boots stores over the next twelve months. Lisa will also make appearances on QVC as part of the partnership.
Cathy Kangas, Founder & CEO of PRAI Beauty says; “The brand has grown significantly over the last few years, especially in UK retail, D2C and TV shopping, and it’s with great pleasure that we’ve reached a point where we can work with such talent like Lisa. She’s so inspirational in her efforts to lift the lid on menopause and other ageing concerns and we’re excited to see the partnership grow over the next year.”