Brighouse woman is face of beauty brand

editorial image

A Brighouse woman has been announced as the new face of a world renowned beauty brand.

Alison Jackson, 58, has been chosen to model for PRAI Beauty’s latest campaign after the firm launched a search in association with QVC for a real woman ambassador.

They launched the search after recognising that women prefer to see someone they can relate to, rather than young girls in their teens and twenties fronting advertising campaigns for anti-ageing products.

Cathy Kangas, the founder and CEO of PRAI, said: “We recognise that as women grow older, they become more confident and that’s what often makes them more beautiful. We use customers as models on the QVC shopping channels globally.

“Many viewers tell me that they love seeing women they can relate to and not supermodels.”

Cathy added that her own mother is regularly featured on the show and customers love seeing her as they can relate to her real beauty.

She said: “It is with real honour that PRAI has selected Alison Jackson as the winner. Chosen for being beautiful on the inside as well as the outside, Alison has a gorgeous smile. Being a nurse and hypno-birthing teacher, she’s extremely caring, warm and approachable; perfectly embodying the typical PRAI woman. Plus she lives and breathes the PRAI brand.”

Alison will appear live on the QVC shopping channel, in advertising, on the website and PRAI social channels as the official PRAI ambassador from June.