Laura Geller on Creating National Mature Women’s Day

It seems these days there is a holiday for everything from lipstick day to bubble wrap day, but until recently, there was no holiday to celebrate aging women. Of course, there is Mother’s Day and women’s individual birthdays, but now there’s a holiday specifically to celebrate older women all at once. Laura Geller created and registered National Mature Women’s Day for April 9.

The beloved brand is celebrating the holiday with limited-time beauty discounts based on your age—the older you are, the better the deal. For example, if you’re 60, you’ll receive 60% off. Rather than a mid-life crisis Laura Geller is having a mid-life celebration with a month-long convertible car sweepstakes. Additionally, Geller will be chatting with customers on April 9, offering one-on-one make-up advice and product recommendations. We chatted with Geller ahead of the celebration to hear why she wanted to create the holiday and what she hopes it accomplishes.

What is National Mature Women’s Day?

“National Mature Women’s Day is really a celebration of older, mature, confident women.”

Why do you think this holiday is especially important in this day and age?

“There’s nothing like this. We realize that she [the mature woman] is very vocal, she wants information, she wants to keep learning and we thought there was room to really focus on her and that’s why we decided to register this holiday.”

What do you hope this holiday accomplishes?

“I really want to spotlight mature women, and I want them to feel like they are as much included as young women and models and influencers and let them know that they’re heard, and they’re just as important.”

How can we continue to combat the stigma of aging?

“I think we need to keep spotlighting real women. We spotlighted Paulina Porzikova and Fran Drescher, but we also spotlight real women, everyday women who are not celebrities, and I think more people need to lean into that.

Making women aware that they’re relevant no matter what their economic status or ethnicity is or where they are in their life, whether they’re empty-nesters or grandparents, everybody is relevant. That message for us comes through in focusing on and spotlighting our mature Mondays with real Geller Gals and allowing them to feel like, ‘you know what I’m going to send in my picture.’

Earlier this year, you began only featuring women over 40 in campaigns—what led to that decision?

“We had a huge shift. I always say my customer is 19 to 90 below and beyond, but we found that our clients and fan base are often over 40. We thought, why aren’t we making a better effort to speak directly to her?”

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