‘Beauty doesn’t expire’: Jo Good fronts Prai’s 'Love Your Neck' campaign as new ambassador
Prai Beauty has named British broadcaster Jo Good as the new ambassador for its Love Your Neck campaign, highlighting its commitment to inclusive beauty for all ages.
As part of the campaign, Good - recognised for her confident approach to style and ageing - will encourage women to care for their necks and skin at every stage of life.
Annie Toker, Brand Consultant for Prai Beauty, said: "Jo is fearless, stylish, and unapologetically embraces her age - everything Prai stands for.
"She speaks directly to women who are done with the anti-ageing rhetoric and are ready to embrace beauty on their own terms. At the same time, they are beginning to consider caring for the skin all over their body, just as they would their facial skincare regime."
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Prai Beauty has a long history of specialising in neck care, with its Ageless Throat & Décolletage Crème gaining international recognition. The campaign reinforces the brand’s commitment to providing targeted skincare and promoting a broader definition of beauty beyond midlife.
It also taps into the rising popularity of “granny-core” - a trend celebrating individuality, experience and personal style - alongside the growing market for beauty products designed specifically for mature skin.
"I ignored my neck for years (didn’t we all?). Then I discovered Prai and realised it’s never too late to start, which is my philosophy for everything in life," said Good.
"I’m not trying to look younger, and Prai understands that beauty doesn’t expire. We can love every part of ourselves, and I truly believe this inner confidence grows as we mature."
The campaign will feature Good across digital, social, and PR platforms, showcasing the importance of neck care and encouraging women to embrace their skin at every age.
