Sarah Jessica Parker for RoC Skincare

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American TV actress, known for her role as Carrie Bradshaw in Sex and the City, has partnered with RoC Skincare for an age-positive campaign. The dermatologist-favoured brand launched the Look Forward Project to celebrate ‘power of optimism and its scientifically backed impact on long term health and wellbeing’.

This campaign sees an online hub of resources for women on how to live more optimistically in everyday life come to the fore, with tips from experts such as Dr. Daisy Robinton, Dr. Deepika Chopra, PsyD, also known as the Optimism Doctor, and dermatologist Dr. Michelle Henry.

Another feature of this partnership is the RoC x SJP Limited Edition Kit, curated around three of the actress’ favourite products from the brand in a turquoise pouch.

“With fragrance, cosmetics, and skincare, I’m pretty monogamous. I’m also not a big shopper and I don’t buy a lot of clothes. So I haven’t spent a good deal of time undoing or adding,” Parker says of how her routine has changed as she gets older. “It’s almost scandalous that I’ve added this,” Parker said about this kit.

Parker commented on the campaign: ‘So much of our younger lives are spent trying to figure out who we are. As I’ve gotten older, I’ve become much better equipped to problem solve, to appreciate, to hear things that aren’t necessarily pleasant. The time spent living and the experience that comes with it adds up – and that’s something to look forward to’.

Brand ambassadors, celebrities and public personalities have been proven to increase sales and brand awareness THREE times more than a similar campaign without. This is something in which the team at The Celebrity Group have more than 30 years’ experience. Contact them at www.celebrity-group.com.