Paula’s Choice—the global skincare brand renowned for its high-performing, clinically proven formulations—announced the launch of “The Long Game,” a new campaign that redefines longevity and celebrates women rewriting the narrative around aging. 

The campaign spotlights four extraordinary female athletic trailblazers, Dorothy Wiggins (100), MaryJane Fahey (75), Madonna B. Hanna (72), and Jacky Lee (68), who embody strength and resilience on their own terms. 

Paula’s Choice’s new CellularYouth Longevity Serum is at the heart of the campaign.

Tina Pozzi, Chief Marketing Officer of Paula’s Choice, said, 

“The Long Game reflects our commitment to empowering women of all ages to defy expectations, and take control of how they age. By challenging expectations around aging, the campaign brings that belief to life in a powerful way.”

Female Athletic Trailblazers

At 100 years old, Dorothy Wiggins remains an avid tennis player, taking to the court with the same discipline and joy that have defined her lifelong relationship with sport. 

MaryJane Fahey, the founder of Glorious Broads, has built a powerful community dedicated to dismantling outdated narratives around women over 50. 

A longtime fashion executive turned cultural force, Fahey channels her unapologetic confidence and fierce sense of purpose into the boxing ring, embodying physical and mental strength.

Madonna B. Hanna and Jacky Lee continue to push the limits of what’s possible on the track. As competitive sprinters, they train, race, and win against athletes decades younger, redefining speed, endurance, and ambition in later life. 

CellularYouth Longevity Serum

Developed over five years of research, Paula’s Choice CellularYouth Longevity Serum is a clinically tested formula 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.

The campaign concept and creative execution were developed in close collaboration with SEE ME and shot by Emmie America and Steven Mastorelli and styled by Maya Jones. 

The social campaign will roll out throughout January.

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