Look Fabulous Forever hires PHA Media

PHA Media has been appointed by make-up brand Look Fabulous Forever to manage its comms activity throughout 2016.

Since its initial launch in 2013, Look Fabulous Forever has sold to more than 28 countries worldwide. The brand has also developed more than 40 make-up tutorials available on YouTube, featuring “real women” over the age of 50, which have had nearly two million views between them.

PHA has been briefed to raise awareness of the brand’s core values, and target mature women with a message that Look Fabulous Forever is pro-age rather than anti-age.

The six-month campaign will focus on strategic feature placement and journalist reviews. The team will also profile the business and position Look Fabulous Forever’s founder, Tricia Cusden, as a top female entrepreneur.

Cusden founded Look Fabulous Forever in 2013 having become frustrated with the lack of beauty products available specifically for more mature skin.

Anna Cusden, comms director at Look Fabulous Forever, said: “We’re really excited to be working with PHA Media as we feel they completely understand our brand, and the key messages we want to communicate to consumers via the media. We are extremely passionate about conveying the message that looking great for your age, rather than younger, is striking a chord with women all over the world, and we believe PHA Media are the team to help us do just that.”

Sarah Sharp, account director at PHA Media, added: “We’re absolutely delighted to be working with Look Fabulous Forever. We are 100 per cent behind the Look Fabulous Forever brand ethos, and we are incredibly excited to be able to support them in campaigning for change with regards to how the beauty industry views older women.”