Helen Mirren, newest L’Oréal Paris ambassador

While several studies have shown that women over 50 are looked over by brands, L’Oréal Paris is one of the exceptions, having announced its latest UK ambassador last week – Helen Mirren, 69.

Dame Helen Mirren, which she has been called since 2003 when she was named Dame of the British Empire, will be the face of "Age Perfect", one of the cosmetic brand's anti-aging lines.

Helen Mirren, L'Oréal's latest ambassador. © L'Oréal Paris

It is the British actress' first partnership with a cosmetics label. For all that, she seems very comfortable in her new role as ambassador: “I hope I can inspire other women towards greater confidence by making the most of their natural good looks. We are all worth it!” she said in a press release.

For L’Oréal Paris, it is of course a gamble, after recruiting Australian actress Naomi Watts the week before, but a necessary one, as one in five French women is over 50.

On the occasion of a Kantar Worldpanel conference, unveiled by Fashion Mag.com on 17 February, the British consumer panel discovered that the women over 50 category is an age group that feels look over and cannot identify with beauty campaigns, even though they represent a significant portion of the market.

L’Oréal seems to have caught onto this, though, since after Julianne Moore, Inès de La Fressange and Jane Fonda, the brand has once again appointed an ambassador over 50 which consumers will be able to identify with.
 

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