Lionesse has launched a new campaign to promote its new image. The company is rebranding its Lionesse Beauty Bars, and launching two new skincare lines.

The company’s new campaign has a female empowerment theme, and is called “Fierce Femelle,” and stars a transgener model, shown above. (More below)

Lionesse Beauty Bar calls itself a “one-stop luxury beauty boutique” and the stores have been redesigned to reflect this image.

“We’re thrilled to bring the relaunch of the Lionesse brand to life,” says Adi Oded, CEO of Lionesse Beauty Bar. “We feel that this new campaign perfectly describes what a ‘Lionesse Woman’ is, and we hope that every woman will feel empowered and beautiful when using our products.”

The Ad Campaign Stars a Transgender Model

Lionesse’s campaign features three strong women to represent female empowerment and star in the ads – Jenna Talackova, an up-and-coming transgender model (shown in the ad above), Denise Duarte and Korrina Rico star in the ads.

“As a transgender woman, I’ve dealt with a lot of rejection, in my modeling career and in society,” says Jenna Talackova of her personal struggles. “I’ve wanted to give up on numerous occasions, but I didn’t. I believe a Lionesse woman is just that: resilient to society’s ideal of beauty, and confident in her own skin. I am a Lionesse woman.”

The New Skincare Lines

Lionesse will also launch two new prestige skincare lines, Venofye and Celestolite. Venofye is based on the anti-aging powers of venom, while Celestolite is formulated with meteorite powder. These products will join existing product lines for face, body and hair available at Lionesse.

Lionesse products are available at over 150 locations nationwide.