Helen Mirren announced as new face of L'Oreal
Celebrating her age
As she approaches her seventieth birthday, Helen Mirren's L'Oreal ambassadorship marks a new approach to age in the fashion and beauty industry, however, celebrating it rather than promoting an "anti-ageing" message.
The award winning actress said, "I am truly delighted to become an ambassador and join such an impressive group of high-achievers. I am not gorgeous, I never was, but I was always OK-looking and I'm keen to stay that way."
"I hope I can inspire other women towards greater confidence by making the most of their natural good looks." It is not the first time Dame Helen has refused to be shy about her age. On accepting the Icon award at the Glamour Women of the year awards in June she said, "Your 40s are good. Your 50s are great. Your 60s are fab. And 70 is awesome. I'm not quite there yet, but almost."
L'Oréal's general manager Elen Macaskill, described Dame Helen as "brilliant, irreverent, beautiful, sexy and quintessentially British."