The presence of mature women in the licensing and collaboration landscape has been growing over the past several years. While they still account for just a sliver of celebrity licensing activity overall, women of a certain age, who historically were forgotten when it came to product partnerships, are increasingly accepted and embraced by marketers. These celebrities not only resonate with 50-plus females but with young adult audiences as well.
Here are some recent examples:
- Diane Keaton, who will be 77 in January, launched a collection last month with S. Harris, consisting of more than 50 luxury home fabrics inspired by the roles she has played during her 56-year career and by her well-known fashion choices. The actress is also recognized for her books on home design, a long-time interest of hers. Separately, Keaton has appeared in advertising campaigns for J. Crew and Gucci in recent years.
- Cher, who is 76, released a new fragrance collection, Decades, in September. The scents, representing four of the six decades of Cher’s career, were developed by Firmenich and marketed by Scent Beauty. The Cher Decades Luxury Coffret Set, a gift set of all the scents, launched on HSN in late September, while Cher Decades Eau de Parfums debuted at Walmart, online and off, in October. Scent Beauty began working with Cher in 2019, when it introduced Cher Eau de Couture. Cher has seen her following grow among all ages, in part through her quirky social media presence.
- Martha Stewart, who turned 81 in August, is far from a new player in licensing, but she has been taking advantage of novel opportunities of late, including her CBD wellness gummies with Canopy Growth and a new wine with 19 Crimes that plays not only on her expertise in the food and beverage category but also on her stint in jail. Fans old and new are getting to know a bit more about Stewart’s personality and personal life—including her friendship with Snoop Dogg—through her social media feed. Meanwhile, she is still lending her name to new products aligned with her core positioning as a maven of entertaining and the home, such as sustainable outdoor furniture with Polywood and educational playsets to help kids learn their way around a kitchen, from Guidecraft.
- Marlo Thomas, age 84, teamed with Williams Sonoma and Pottery Barn last year for a range of tableware meant for entertaining. The assortment included trays and bowls, cheese boards, glassware, mix-and-match patterned plates, and condiment dishes, among other goods. In 2017, Thomas launched her first product line, a 15-piece clothing capsule with HSN under the That Woman label.
These collections join a lengthening list of licensed and collaborative ventures tied to mature female celebrities. Read our previous coverage of this topic, including a post published early this year and another in 2019, for more examples.
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