The one sure thing in life is that we are all going to age, even celebrities. So the latest beauty collab, with the 57-year-old actress, producer and fashion icon Sarah Jessica Parker and RoC Skincare, is called #LookForwardProject, and its commitment is to support women's take on an optimistic outlook about their future. Editor Trudi Brewer shares this new campaign. Read on to learn more.
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Every beauty brand wants to sell cosmetics, but for RoC Skincare, the conversation has shifted from anti-ageing to having an optimistic outlook about the future. It’s more than static feel-good media or that constant push toward face creams promising youth in a jar, Their latest campaign with SJP fronting it is called #lookforwardproject. They have also partnered with Dr Daisy Robinton, PhD, a molecular biologist and women’s health advocate, a dermatologist, Dr Michelle Henry, M.D., and “optimism doctor” Dr Deepika Chopra, PsyD.
Together they aim to provide resources and education on the link between optimism and mental and physical wellbeing. Parker, a fashion and beauty icon thanks to her roles in Sex in the City and, more recently, the comeback And Just Like that, is praised for looking younger than their years. However, she is more interested in the conversation around the ‘joy of living’ versus ‘fear of ageing.’ Parker says, “Society puts a huge emphasis on youth regarding beauty standards, but it’s not productive. There should be no apologies. I am not trying to cover anything up with my approach to skincare, fashion, or beauty.” Instead, RoC is bringing together research and scientific experts to show the actual impact the act of being optimistic can have on our lives and our experiences of getting older. “I’m fortunate that I am naturally optimistic – and that I can choose to confront each day with that mindset,” Parker says, “but that doesn’t mean I deny things that are personally painful or hard for others. I don’t want to make others feel like they must adopt my approach because their life experiences may be different than mine – but I will say that I like being hopeful because I find it makes things bearable when they are at their worst.”
Parker adds that optimism is a tool she uses to harness inner strength. “Optimism is almost like a vitamin, or some battery, or something I use when I need to resurface. It gives me the resilience I need when things are difficult or complicated. And in the good times, it pushes me to be creative, outrageous, and truly enjoy the time I spend just living.”
