Helen Mirren, 69, is the new face of L’Oreal. Beautiful, just because she is “real”, proud of the signs of passing time and of a life lived intensely left on her face. The big news has traveled around the world because lady Mirren, actress of extraordinary talent, she has never done anything to hide her age as opposed to the many Hollywood stars who are becoming unrecognizable after the many plastic surgery. Not only that, the Oscar-winning actress said several times that she cut own hair (goes to the hairdresser once a year) and she does not exercise. She might not seem like the right choice thinking in a conventional way, but on the other hand, the market for beauty products has changed a lot over the years. It is open to customer segments once unthinkable and therefore the choice of Mirren is also a clear marketing gimmick.
‘I am not gorgeous and I never was, but I was always OK looking and I’m keen to stay that way,’ she says. ‘I have always loved the L’Oreal Paris brand, and I hope I can inspire other women towards greater confidence by making the most of their natural good looks. We are all worth it!’
With her natural face Helen Mirren will be a testimonial for the Age Perfect line. But Mirren is not the first actress of such to work with the brand for their line for mature skin: Jane Fonda, 76 and Diane Keaton,68 are also faces of L’Oreal. It’s rumored that the actress signed a contract for a year worth £ 9 million.