Beauty News

Helen Mirren Opts Out of Retouching In New L’Oreal Paris Campaign


Lately in the beauty industry, brands have been embracing women’s natural beauty rather than enhancing it.  We also love how they’ve been incorporating older muses into their campaigns. Case and point, 69-year-old actress Helen Mirren is the latest face to join many other famous females in her new role as the UK ambassador for L’Oreal Paris. This marks the first time she has fronted a beauty campaign.

With this announcedment, cosmetics giant L’Oreal Paris aims to celebrate age, rather than promote anti-ageing. “I hope I can inspire other women towards greater confidence by making the most of their natural good looks,” says Oscar-winning actress Mirren. She also requested that her campaign shots were not airbrushed and had no re-touching.

This news follows last week’s announcement of 46-year-old Naomi Watts joining the company as a new spokesperson as well. This signing marks yet another move in the brand’s new era of signing mature ambassadors that are over the age of 25.


“I am deeply honored to join this inspirational brand. L’Oréal Paris has been telling women for decades that they are ‘worth it’ – this is not a slogan, it’s an inspirational mantra. L’Oréal Paris embodies much more than legendary products, it also promotes self-affirmation, self-confidence and allows each and every woman to value herself no matter what her age, background or nationality,” said Naomi Watts.

Hat’s off to L’Oreal for showing beauty has no age.

Posted in: Beauty News

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