PHA Media has been appointed by pro-age make-up brand Look Fabulous Forever to manage its 2016 UK communications. The agency has been tasked with raising awareness of the brand’s core values, and targeting mature women with a message that is pro-age rather than anti-age. The six-month campaign will focus on strategic feature placement and journalist reviews, as well as profiling the business and ensuring founder and creator of the brand Tricia Cusden is positioned as a major player in female entrepreneurialism, particularly amongst older women. Tricia Cusden, now 68, founded Look Fabulous Forever in 2013 having become frustrated with the lack of beauty products available specifically for more mature skin. Tricia was not only inspired to create a make-up range which provides a ‘one-stop-shop’ for older women, but also wanted to create a place where older faces and real women were celebrated. Since its initial launch, Look Fabulous Forever has sold to over 28 countries worldwide. The brand has also developed over 40 makeup tutorials available on YouTube, featuring real women over the age of 50, which have had nearly 2 million views between them.

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