It's not only sex that we think sells - when it comes to the fashion and beauty industries, youth has long considered a pretty powerful commodity too. However, that perception appears to be changing, as a new breed of celebrity campaign stars prove.
Dame Helen Mirren is the latest example of the transforming face of conventional poster women. The 69-year-old actress was signed to L'Oreal this week, in a series of beautiful and apparently un-airbrushed campaign shots for the multi-million dollar beauty house (including the one shown above).
“I am not gorgeous and I never was, but I was always OK looking and I'm keen to stay that way,” the Oscar winner 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!”
Helen is not alone in blazing a trail for women who have long-since left their Twenties behind them.
Her ad joins a host of others that seem to herald a welcome shift in advertising and a seeming breakthrough in attitudes towards women and the stigma of ageing, as we chart below...
Charlotte Rampling for Nars
Charlotte Rampling became the face of Nars lipstick in August this year, fronting its 20th anniversary Audacious Lipstick Collection. The 69-year-old actress looked stunning in a series of black and white shots. “Charlotte’s ability to transform is unparalleled,” Francois Nars told WWD. “Whether captured in pieces of artwork, through the lens of a magazine photographer, or on the big screen, she has an amazing power to encompass a character.”
Jane Fonda For L'Oreal
Like Helen Mirren, Jane Fonda also flew the flag for L'Oreal, becoming a cover girl for the range last year, aged 75. “Confidence grows with age,” proclaimed the star, as she joined the likes of Eva Longoria,Doutzen Kroes and Freida Pinto on the campaign.
Susan Sarandon for Uniqlo
Susan Sarandon was signed to hip Japanese brand Uniqlo's J+ campaign in 2011, aged 64. The Thelma and Louise star applauded Uniqlo for its “customer service and the way they approach the brand”.
“I like the simplicity and quality of the clothing - and the colours and the prices,” she said. “I think their customer service and the way they approach the brand and treat their people is really honourable. I was flattered when they asked me to do it.”
Vanessa Paradis for Chanel
Aged 38, Vanessa Paradis stars in the campaign for Chanel's Coco Rouge lipsticks in 2010. The model and musician is a long-time muse of the design house's creative head, Karl Lagerfeld, and their love affair shows no sign of slowing down.
Lauren Hutton for Alexis Bittar
American model and actress Lauren Hutton, 67, was the face of jewellery designer Alexis Bittar's 2011/12 campaign. Often admired for her elegant, effortless style, Bittar says Hutton “exudes an unparalleled degree of confidence that makes women of all ages feel empowered”.
Julianne Moore for Talbots
The actress, 50, signed as the face of American retailer Talbots' spring/summer 2011 campaign, a collaboration which lead to the beautiful imagery below, shot by renowned photographers Mert Alas and Marcus Piggott.
Christy Turlington for Louis Vuitton
Christy Turlington, 41, proved she was as in demand as a supermodel in 2010 as she was in the Nineties in the Louis Vuitton autumn/winter 2010 campaign, in which she starred alongside her fellow (younger) models Karen Elson and Natalia Vodianova.
Madonna for Dolce & Gabanna
The ever-evolving superstar played a sexy mum in a “playful, cinematic take on Italian family” in the Dolce & Gabbana autumn/winter 2010 campaign, aged 52.
Emma Balfour for Celine
The Celine autumn/winter 10 campaign was just one of a handful Australian model Emma Balfour, 44, booked around that time - she also appeared in Marc O'Polo and David Lawrence's autumn/winter 11 campaigns.