Paula’s Choice Champions Longevity In New ‘Long Game’ Campaign

As the adage goes, life is a marathon, not a sprint. And skincare brand Paula’s Choice is championing longevity with a new campaign celebrating female athletes over age 65 and the longevity of both physical health and skin health.

The Long Game aims to rewrite the narrative around aging with four female athletic trailblazers who embody strength and resilience on their own terms, per the brand: 100-year-old tennis player Dorothy Wiggins; Glorious Broads Founder MaryJane Fahey, 75; and sprinters Madonna B. Hanna, 72, and Jacky Lee, 68.

“The Long Game reflects our commitment to empowering women of all ages to defy expectations, and take control of how they age” said Tina Pozzi, chief marketing officer of Paula’s Choice. “By challenging expectations around aging, the campaign brings that belief to life in a powerful way.”

The campaign concept and creative execution were developed in collaboration with SEE ME.

“From the start, we wanted to reimagine longevity not as slowing down, but as something that grows strength, confidence and energy over time,” said Founder Sara McDowell. “Visually, we leaned into a lo-fi, curated, UGC-inspired style to break away from conventional portrayals of older female athletes. This contemporary approach captures the vitality and joy they find through movement, while allowing age to show, creating a space to tell each woman’s story in a way that feels honest, powerful and deeply human.”

CellularYouth Longevity Serum

Central to the campaign is Paula’s Choice’s newest launch, the CellularYouth Longevity Serum. Developed over five years of research, the clinically tested formula is designed to visibly improve multiple signs of aging while supporting long-term skin health. The serum delivers immediate visible improvements in smoothness and radiance, with continued use, helping to improve 12 signs of skin age, including the appearance of sagging, fine lines and uneven tone. As the brand’s most extensively studied serum to date, CellularYouth Longevity Serum reflects a longevity-inspired approach to skincare, empowering consumers to invest in the future of their skin.

Competitive sprinter Madonna B. Hanna reflected on her journey with humor and pride, noting, “If my younger self could see me now, she’d be bent over laughing, especially at the fact that I was 70 years old competing in a national 4×1 relay,” said Hanna. “It’s never too late to try something new. Learning to be the best sprinter I can be has brought me so much joy.”