Inclusive casting in fashion and beauty advertising is becoming more of a must and less of maybe. And while that’s translated to long overdue diverse representation of skin tones, cultural backgrounds, and body types, ageism still runs rampant. CoverGirl moved the needle casting 69-year-old Maye Musk as an ambassador back in September. Now, Kate Spade is introducing a new fragrance campaign with three actresses whose ages span nearly four decades.
Laura Dern, 51, Sasheer Zamata of SNL fame, 31, and Rookie founder Tavi Gevinson, 21, are all faces of In Full Bloom, Kate Spade’s new fragrance launching March 1. As Fashionista noted, this is Dern’s first beauty campaign—it’s about time considering she’s been acting in hits like Big Little Lies, Jurassic Park, and countless others for over 40 years.
“We focus on a psychographic instead of a demographic,” said Brian Vander Meyden, vice president of global marketing and prestige sales at The Premiere Group, which distributes Kate Spade fragrances, in an interview with WWD. “To have women of three different ages speak to what in full bloom means to them makes [the fragrance] unique.”
To capture the spirit of the fragrance’s youthful, floral, peony, rose, and lotus flower-infused scent, all three women created “love letters” to themselves in the form of black and white videos for the campaign.
“Girl, just let it go. It’s fine. You’re doing the best you can,” Dern says in hers, “I think if I really could write this love letter to myself it’d be very cut and dry: You got this, Dern.”
Watch Zamata’s and Gevinson’s, ahead.