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Helen Mirren’s New L’Oréal Campaign Proves Beauty Has No Age Limit

Beauty has always been a woman’s most universal struggle: We are, and always have been, seasoned to strive toward impossible standards, be it a tiny waist in the age of the corset, or flawless, poreless skin in the age of the Instagram filter.

Despite claims that, “Beauty is in the eye of the beholder” and “It's what's on the inside that counts,” it seems that we're all pressured to seek one thing: physical perfection.

Of course, we all know that perfection is a mirage at best. Nobody is without flaws, and time only further reminds us that traditional, youthful beauty is fleeting — no quantity of “magic” creams or serums can change that.

What can change? Our perceptions. And one cosmetics company has set out to do just that.

L’Oréal Paris recently appointed 69-year-old actress Dame Helen Mirren as the UK brand ambassador in an effort to prove that beauty has no age — and no limits.

Though this isn't the first time L’Oréal has hired an older actress to represent the company, it is the first time the campaign is going sans Photoshop.

Earlier this year, the company faced major backlash after a similar campaign featuring 68-year-old Diane Keaton appeared to be heavily retouched, essentially undermining their “ageless” beauty message.

As an older brand ambassador, Mirren says,

I hope I can inspire other women towards greater confidence by making the most of their natural good looks.

And though Mirren claims she is only “ok-looking,” she looks stunning in the debut images from the campaign, modeling a fresh, feminine look.

As the third largest cosmetics company in the world, L’Oréal holds a lot of swaying power, and other companies are beginning to follow its lead in hiring unconventional beauties to head their campaigns.

This year, luxury cosmetics company NARS hired 68-year-old British actress and model Charlotte Rampling as a brand ambassador, while 64-year-old actress Jessica Lange was cast as the face of Marc Jacobs beauty prior to that.

So, what does this all mean? In short, we're getting somewhere.

There's still work to be done: The fashion and beauty industries remain overwhelmingly white, young and thin, and scandals like Walmart's public fat-shaming are, unfortunately, still common — but it's a step in the right direction. And for that, let’s be grateful.

Without further ado, here are the first images from Mirren's new campaign with L’Oréal.

Mirren requested specifically not to be Photoshopped.


The makeup enhances her natural beauty.


Mirren claims she’s “not gorgeous.” We disagree.


Dame, you #flawless.

Photos Courtesy: L’Oréal

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Gillian Fuller

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Gillian Fuller graduated from New York University in 2014 and joined the Elite Daily team shortly after as a Staff Writer. She previously worked as a freelance writer for Time Out New York and Racked, mainly covering fashion and beauty.
Gillian Fuller graduated from New York University in 2014 and joined the Elite Daily team shortly after as a Staff Writer. She previously worked as a freelance writer for Time Out New York and Racked, mainly covering fashion and beauty.

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