Debenhams launches age-transcending beauty campaign

By

Nigel TAYLOR

Published
April 25, 2024

Debenhams is on a mission to redefine beauty standards for 2024. So the digital department store has launched ‘Generation Beauty’, a campaign “designed to celebrate beauty that transcends age”. 

The campaign brings together models and influencers from different generations to promote a message of “inclusivity, self-acceptance, and empowerment”.

It showcases beauty products and styles that “resonate with people of all ages, encouraging them to embrace their unique characteristics”. 

Through a series of online and social media initiatives, Debenhams aims to “inspire women (and men alike) to find their own personal style and embrace their individuality”. 

And to do this the retailer is tapping into the experience of industry-leading experts across make-up, skincare, and haircare. 

These include Bryony Blake,celebrity make-up artist and presenter on ITV’s This Morning; Ricky Walters, founder of Salon64; Natalie Steinborn, skincare specialist and advocate for mature skin championing skin barrier health. 

Each has “curated and tailored a selection of the best hero, new products available online which aim to support and nourish each age group”. These include Clarins, YSL, Estée Lauder, Bastille, Wayne Goss Beauty, Salon64, Benet, Sweed, NYX, Bread Beauty Supply, MAC, Lancome and Murad.

Dan Finley, CEO of Debenhams, said: “As part of [our] digital transformation journey… Generation Beauty heralds a new era of inclusivity, designed to resonate with women who have visited our beauty halls and now engage with us online.”