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On January 14, Brooke Shields will publish her third book, “Brooke Shields is not allowed to get old.” And on January 8, her seven-month-old hair-care brand, Commence, will debut its first brand campaign, with paid media behind it on Meta and Google.
The campaign aims to showcase the brand’s “playful, confident and fearless” customer, who is age 40-plus, in a way that other brands aren’t, said Shields. She noted that under 1% of all ads feature women 60 and older, even though one out of six people is over 65. “Our goal is to celebrate our brand values — aging gracefully and fearlessly, with joy and authenticity — in an approachable and creative format. [And we want] our community to feel represented in every visual they see from us.”
Commence launched in June 2024 with three SKUs and has since rolled out an additional three, all of which have been guided by consumer demand. It is an offshoot of an online community Shields previously founded, which had been called Beginning Is Now and had over 100,000 followers. Beginning Is Now’s Instagram account has since become Commence’s account and has 117,000 followers. In the last eight weeks, Commence saw a sales lift of 50%, Shields shared with Glossy.
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English (US) ·