This fall, Philosophy, the wellbeing beauty brand, is collaborating with Golden Globe nominee and 2015 People’s Choice Awards winner Ellen Pompeo on a campaign to eliminate stereotypical perceptions of middle age and introduce a much cooler option based on the facts. To celebrate the release of Uplifting Miracle Worker, Philosophy and Ms. Pompeo will promote a new reality—that middle age can be the coolest time of your life—inviting women to remove the anti in anti-aging and replace it with cool. Women everywhere are invited to join the conversation and declare themselves or women they admire #CoolAgers through original interactive content and social media activity.
Did you hear? The mid-life crisis is over! A recently released 25-year longitudinal study conducted by the University of Alberta has demonstrated that the phenomenon known as the “mid-life crisis” is unfounded and therefore untrue. Their study shows that happiness actually improves consistently over time. To celebrate this sentiment, Philosophy will launch original video content featuring Ms. Pompeo in comedic, stereotypical roles that have historically defined middle age. Giving the message greater depth will be the host site of the video—CoolAger.com—an online destination for women defined not by chronological age, but rather a will to live life by their own guidelines. The website will feature contributions by renowned authors to serve women young and old who want to envision their lives as uplifting, enlightened experiences instead of a series of planned events.
“At Philosophy, we believe that women should act their age in all the right ways, and Ellen’s admirable, effervescent approach to living well and aging positively is a powerful way to lift spirits and spread a message,” says Rachel Shelowitz, Vice President, Global Marketing, Philosophy. “The philosophy of Uplifting Miracle Worker is ‘Happiness is feeling cool, calm and uplifted,’ a sentiment that not only ties perfectly to the CoolAger campaign, but also to Philosophy’s longstanding message that beauty lives within.” Adds Ms. Pompeo, “I am thrilled and proud to be partnering with a company who has two very important goals: to break down negative stereotypes that society has placed on women regarding their age, and raise awareness and funding for women’s mental health issues.”
As with every launch, Uplifting Miracle Worker will inspire both beautiful skin and beautiful days, with contributions toward women’s mental health causes. In July 2014, Philosophy launched the Hope and Grace Initiative, the cornerstone of the brand’s philanthropic mission wherein 1% of Philosophy product sales across all retailers supports community-based organizations working to empower women through the promotion of mental health and wellbeing, and the prevention and treatment of related issues. Unique to Uplifting Miracle Worker, Philosophy will donate $10,000 to the Aviva Family and Children’s Services, a Los Angeles-based nonprofit organization dedicated to providing community mental health services and support to at-risk children and families, and personally chosen by Ms. Pompeo. To date, Philosophy has granted $1.8 million to 29 mental health organizations across the country.