If the majority of advertising billboards seem dedicated to flawless faces in the first flush of youth, then L’Oréal Paris has vowed to try and shake up the beauty industry – by recruiting a stellar cast of stars aged over 50.
The cosmetics company have launched a new ‘golden squad’ campaign comprising some of Hollywood’s biggest names to try and challenge perceptions on ageing.
Jane Fonda, Helen Mirren, Julianne Moore, Isabelle Adjani, Iris Berben and Vanessa Williams all feature in a striking new image shot by the brand.
The campaign is part of the Age Perfect range, which comprises of cosmetics designed for older skin.
Jane Fonda, Helen Mirren, Julianne Moore, Isabelle Adjani, Iris Berben and Vanessa Williams all feature in a striking new image for L’Oréal Paris
Golden squadder Jane Fonda, 80, said of the ageing process: ‘You have to be brave and not so invested in looking the way you used to’
Helen Mirren, 72, leads the group in a striking golden biker jacket worn with a black dress and pink socks under red stilettos.
The Prime Suspect star links arms with fellow actresses Jane Fonda, 80, looking chic in a black blazer and leather trousers, and Julianne Moore, 57, who goes for casual in a white tee, black jacket and well-worn jeans.
Mirren, Fonda and Moore have all been ambassadors for the brand before. New faces include French actress Isabelle Adjani, 63, who cuts a stylish figure in all black, and Iris Berben, 67, who keeps covered in a trench coat, alongside singer and actress Vanessa Williams, 55, wearing a gold lamé bomber jacket.
The group cut a commanding presence lined up in a row in front of a city skyline.
Mirren said of the new campaign: ‘You do have to be brave. When people say “getting old is not for pussies”, there’s a certain amount of truth to that.’
Fonda added: ‘You have to be brave and not so invested in looking the way you used to but try to look as good as you can at the age that you are.’
Mirren, 72, applauded L’Oréal Paris for celebrating older women, saying: ‘When people say “getting old is not for pussies”, there’s a certain amount of truth to that.’
The cosmetics company have launched a new ‘golden squad’ campaign for the Age Perfection range, designed to challenge the percep
The brand aims to ‘celebrate and empower women at every age’ with its new campaign
Mirren also congratulated the cosmetics goliath for taking positive action, saying: ‘I applaud L’Oréal Paris for embracing the fact that women want to look as good as they can at whatever age that they are.
‘I am genuinely very excited about the L’Oréal Age Perfect Foundation because for the best part of my later life I have been looking for a foundation that suits the kind of skin you have as you get older so having a foundation that doesn’t settle into the wrong places, that has great staying power and at the same time doesn’t look heavy is just wonderful.’
The brand’s research shows that 70 per cent of women over the age of 55 still say they feel invisible in society, 87 per cent say they’re unrepresented in advertising.
Adrien Koskas, Managing Director for L’Oréal UK’s Consumer Products Division, said of the campaign: ‘At L’Oréal Paris we want to celebrate and empower women at every age.
‘The Golden Squad is an exquisite selection of L’Oréal Paris Ambassadors celebrated for their esteemed careers in film and entertainment, coming together and united to deliver a strong message to women over 50: Bolder than Ever!’.
Mirren, 72, recently revealed tattooed eyebrows are the secret to her age-defying looks
Mirren recently revealed her secret to her age-defying looks, admitting she has got her eyebrows tattooed on.
The actress said she was ‘fed up’ with her sparse brows and confessed she has noticed a ‘huge difference’ in her confidence since undergoing the microblading procedure
She said: ‘I was fed up of my brows barely being there and when one of my girlfriends got it done, I thought that they looked great.
‘They’re very lightly and delicately done — but it means that when I get up in the morning and I have no make-up on, at least I have eyebrows. ‘It’s made a huge difference.’