All the customer research made available to me when concepting the Space.NK AW 15 Colour Campaign pointed to a core customer in her mid forties. Regular visits to our stores only served to reinforce the message that although the main segment of our customer base was forty plus we were visually communicating with and representing her using models half her age. This customer group also has one of the highest disposable incomes with very few brands bothering to acknowledge her existence. My vision was to create an inclusive and age diverse campaign that spoke to a wide age group and celebrated beauty beyond the age of twenty. Working closely with our photographers I cast two models, one in her twenties the other in her fifties, and with the shoot team including make up artists Karen Alder and Andrew Gallimore created six stunning looks for both models based on runway trends. Each look was tailored to the model and we created suite of images depicting two beautiful women at different moments in their lives. I art directed each image to ensure equal emphasis for each of the models. the response both from customers and within the industry was hugely positive. Shortly after launching Harpers Bazaar showcased the campaign as one of their favourites from the season alongside brands such as YSL and Chanel using model line ups including Cara Delevingne, Edie Campbell and Gisele Buendchen. There were several subsequent attempts to copy the format of the shoot but none quite hit the mark. Looking at the current beauty landscape at the end of 2019 I would suggest there is still a huge opportunity to communicate with this often overlooked yet influential customer group.