Look Fabulous Forever Appoints The PHA Group to Lead 2019 Communications Strategy

by | Mar 27, 2019

London PR agency The PHA Group announced they have been appointed by pro-age beauty brand Look Fabulous Forever to handle their communications strategy in the UK.

As Look Fabulous Forever continues to expand their range and drive for an age-positive society, The PHA Group has been tasked with raising awareness of the brand’s core pro-age values and mission, securing product placement opportunities for their pro-age beauty range, as well as profiling founder Tricia Cusden within consumer, print and broadcast media.

Tricia Cusden, 71, founded Look Fabulous Forever in 2013 having become frustrated with the lack of beauty products available specifically for mature skin. Tricia was not only inspired to create a makeup, and later skincare, range which provides a ‘one-stop-shop’ for older women, but also to create a place where real women beyond the age of 50 were celebrated.

The Look Fabulous Forever collection offers a wide range of products which work to enhance the beauty of mature faces and skin. The range is sold online or through their pop-up shop in Wimbledon.

The PHA Group was appointed after a competitive pitch process in which the agency impressed with their experience of working with UK and international businesses including consumer and beauty brands, as well as significant personal profiling credentials. The PHA Group had previously worked on a profile led campaign for Look Fabulous Forever back in 2016.

Cusden comments: “We are looking forward to working with The PHA Group over the coming months to deliver an ambitious and innovative communications strategy. Look Fabulous Forever is not just a beauty brand. We are a movement, driven by the desire to challenge perceptions, celebrate mature beauty, and embrace the benefits of ageing. We believe that the PHA Group are the right team to help us spread this important message, and we are very excited to see what we can achieve together.”

Shelley Frosdick, Divisional Managing Director (Consumer) at The PHA Group, comments: “We are delighted to be working with the Look Fabulous Forever team on an exciting consumer PR campaign which will push boundaries and ensure that conversation around age positivity is at the forefront of the news agenda.  Look Fabulous Forever offers consumers something totally different and is a unique offering within the industry. Women over 50 need to be celebrated, and we believe we have the passion, skills and experience to be able to communicate the Look Fabulous Forever ethos across the consumer media.”

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