TARGET: Gen X women ages 40-50, middle to upper middle class with secure homes, families, and careers that shop at nicer stores and malls frequently.

KEY MESSAGE: You’re worth more than drugstore.

Gen X women were possibly the last generation before the body positivity movement hit in full force; therefore, they’re more likely to give in to the throes of beauty and dieting culture as well as generational body insecurity. It can be hard for them to look past beauty as a commodity or insecurity, but this radio campaign aims to make ridiculed signs of aging into proud trophies- reasons why they deserve to enhance their natural beauty rather than aim to cover it up.