Prai Beauty appoints Lisa Snowdon as Pro-Ageing Advocate and Ambassador

Prai Beauty has appointed television and radio presenter and fashion model Lisa Snowdon as its first-ever celebrity ambassador.

The skincare brand is focused on creating skincare for the "ageing and changing skin" and is also PETA Cruelty-Free and Leaping Bunny certified. It is now further branching out into "midlife" skincare for the face and body.

As the brand explains: "Pro-ageing is not anti-ageing. It is not about turning back the clock or arguing that only young is beautiful. It is a positive mindset that celebrates change and seeks to unlock a way of thinking that prioritises looking and feeling healthy in your own skin."

Snowdon will be the brand's new Chief Pro-Ageing Advocate and Brand Ambassador for the next year, and will feature in Prai's "Own It!" campaign which the brand says celebrates the fearlessness of women, whilst equipping them with knowledge and hard-working products that give them a beauty boost.

The first product that Snowdon will support is Prai's neck range, which includes the cult Ageless Throat & Decolletage Creme, with more products to follow. She will also support the brand’s co-created range of products with M&S for menopause called MenoGlow.

The partnership will take a digital-first approach and focus on social advertising, email and website with Snowden also making an appearance on QVC. A print advertising campaign will also run as well as in-store points of sale in key M&S stores.

Snowdon commented: "I feel my most liberated at 50, and it’s exactly this message I want to convey through my work with Prai Beauty. We recognise how fearless and fabulous women are, we also appreciate midlife can be an anxious time too. Through education, inspiration and some brilliant hard-working skincare, I hope we can help women feel liberated too. Good skin is a great place to start."

Prai also confirmed it is planning to enter into more Boots stores in the next 12 months.