Laura Geller Beauty is taking its focus on women over 40 into sports marketing through an official partnership with the Chicago Bulls. Announced October 20, the agreement includes a season-long presence at United Center home games and three game-day activations with product sampling.
The program combines LED branding with digital and social content featuring the Swingin’ Seniors dance team and mascot Benny the Bull. A digital sweepstakes will offer a VIP beauty experience at a home game. Financial terms were not disclosed.
“Women are passionate sports fans too, and that absolutely includes women over 40,” founder Laura Geller said. The release cites YouGov data putting women at 45% of the Bulls’ Chicago fanbase; that is a local audience figure, not an NBA-wide share.
Geller described Chicago as one of the brand’s largest markets and positioned the deal as a way for a DTC-focused business to meet customers in person. The brand has exclusively featured women over 40 in its marketing since 2021.
The partnership follows a separate expansion into physical retail. In an August 31 announcement, Laura Geller said its Baked Balance-n-Brighten Color Correcting Foundation would enter 854 Sephora at Kohl’s locations. The launch paired the foundation with a retractable angled kabuki brush in a boxed set, displayed on a new-item endcap with testers.
Joey Shamah, co-founder of brand owner AS Beauty Group, said in-store trial was important to some customers’ purchasing decisions, particularly for complexion products. The retailer rollout gave shoppers a place to see and swatch the foundation before buying, extending a business built through home shopping and digital channels.
Those are distinct commercial roles: the Kohl’s rollout adds a purchase-and-trial destination, while the Bulls agreement adds a recurring audience and sampling opportunity. Together, they illustrate the brand’s effort to put physical interaction alongside its digital customer relationships.
Laura Geller’s own website continues to position its makeup around women over 40 and offers shade-finding tools. The sports setting changes where the brand meets that customer, rather than changing the audience at the center of its proposition.
