PRAI Beauty has unveiled English television and radio presenter and fashion model, Lisa Snowdon, as its new Chief Pro-Ageing Advocate and Brand Ambassador. The one-year, through-the-line partnership will be centred around the new overarching ‘Own It!’ campaign, celebrating the fearlessness of women, whilst equipping them with knowledge and hard-working products that give them a beauty boost.

The partnership will begin with Lisa supporting one of her favourite products in the range, PRAI Beauty’s best-selling, award-winning neck range, including the cult Ageless Throat & Decolletage Creme – with exciting new product news in neck care following soon after. Lisa will also support the brand’s co-created range of products with M&S, for perimenopause and menopause, MenoGlow, being a key voice in this area.

The digital-first partnership will focus on new social advertising featuring Lisa and driving direct-to-consumer sales, and a takeover of the UK website and email. It will also include a new print advertising campaign and PR as well as in-store POS in key M&S stores, where PRAI Beauty is the number 1 beauty brand, and the expansion in Boots stores over the next 12 months. Lisa will also make appearances on QVC as part of the partnership.