The Pensions and Lifetime Savings Association (PLSA) and Association of British Insurers (ABI) have launched year three of the Pension Attention campaign, with a new parody beauty advert fronted by reality TV star, Gemma Collins.

The parody advert sees Collins tackling getting older and the effects of ageing, which is one of the top concerns of UK adults over the age of 35.

But the Pension Attention campaign instead urges British savers to forget fears of fine lines, or worries about wrinkles, and prioritise pension provision when thinking about later life.

This comes after research from the campaign revealed that, while more than half (57 per cent) of Brits bought anti-ageing products in the past 12 months, such as moisturiser or anti-wrinkle cream, just over one in five (23 per cent) organised their finances for later life.

Given this, the campaign urged the nation to act now and "face forward", directing savers to pensionattention.co.uk, which features three short films featuring Collins and money expert, Iona Bain, explaining the small steps workers can take today to help their future self.

Commenting on the launch of the campaign, Collins said: “To be honest, I hadn’t previously given much thought to my retirement and the money I might need for it. It has always felt such a long way off.

“But working on the Pension Attention campaign and chatting to Iona Bain, has opened my eyes to the importance of thinking about my plans now and facing forward.

“I don’t want to be hustling forever and working 24/7 on the trot. If you can do one thing today – then just have a look at your pension and give it some attention. It’s going to be top of my list now.”

Adding to this, Pension Attention campaign spokesperson, Chris Blackwood, said: “By getting Gemma Collins on board, we’re hoping to engage more people than ever with their current pension pots.

“This year, we’re urging the nation to ‘face forward’ by parodying some of the stereotypical ads for anti-ageing cosmetics.

“Our research shows that many people aged 35-55 have started to think about physical ageing and taking steps to prevent it but many have not yet started planning financially for later life.

“As such, we hope that by aligning beauty, aging and finance we can reach those who haven’t yet engaged with their pensions.

“As an industry, we have an important role to help UK adults engage in and understand their pensions and prepare for later life.

“By coming together – under a single umbrella – with a simple, bold and memorable campaign, we can build on the successes of the last two years and continue to increase saver engagement in pensions.”

The campaign also has support from Pensions Minister, Emma Reynolds, who said: “Everyone should feel confident about their retirement. That’s why I’m excited to support this Pension Attention campaign, as the sooner you act on your pension, the more positive the outcome in retirement.

“Thanks to automatic enrolment, over 22 million workers are saving into a workplace pension but it’s vital that people know how much they have saved to plan for a better future.”

This marks the third year of the Pension Attention campaign, with previous campaigns having been headed up by rapper and grime artist, Big Zuu and television presenter, Timmy Mallett.

Co-ordinated by the ABI and the PLSA, the campaign is funded by a large proportion of the pensions industry, with a number of industry sponsors: Aviva, Fidelity, Legal & General, NatWest Cushon, Nest, Now: Pensions, Pru, Royal London, Scottish Widows, Smart Pension, Standard Life, and The People’s Pension.

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