Oh, bingo! There’s just no clearer indication of the beauty world’s intent on targeting older women with the signing of Helen Mirren, 69, for L’Oreal Paris. The pictures – while taken in a kindly light which I think is fair enough – are more or less undoctored and there she is in all her glory, lines and all. There’s no NARSifying on this one thank goodness, and this is rather a major step – when you look at what US L’Oreal Paris does to poor old Jane Fonda who looks virtually embalmed because she is so photo-shopped, this is one big result. I’m really looking forward to seeing how this campaign rolls out – what it means for women of Beauty Plus age is that the more everyone is exposed to older women having a place in the world of beauty, the more acceptable and the more ‘normal’ it becomes. Women of Beauty Plus age have had to earn their place in the beauty industry – it has never been given as a right because beauty always favours youth. Everything is changing with this significant signing.

There’s rather a sweet quote from Helen accompanying the news: ““I am not gorgeous and I never was, but I was always ok-looking and I’m keen to stay that way.” Amen!

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