L’Oréal Assembles All-Star Cast to “Celebrate Women at Every Age”
As we all know, there is no such thing as one standard of beauty, and that’s a message that L’Oréal Paris is embracing in its latest campaign. To tout the beauty giant’s Age Perfect range, the French brand has assembled a “golden squad” of esteemed actors, all over the age of 50. Long-time L’Oréal ambassadors Helen Mirren, Jane Fonda, and Julianne Moore all feature in a just-unveiled new campaign, joined by American actor Vanessa Williams, German actor Iris Berben, and French star Isabelle Adjani. The latter is a recent addition to L’Oréal’s all-star family, who made her debut as a new face of the brand at this year’s Cannes Film Festival.
Sixty-three-year-old Adjani, who was born to an Algerian father and German mother, wears a slouchy black blazer, ankle-grazing trousers, black boots, and shades for the shot, which advertises L’Oréal’s range specifically designed for more mature skin. Mirren applauded the campaign for “embracing the fact that women want to look as good as they can at whatever age that they are”, according to the Daily Mail, while Fonda added: “You have to be brave and not so invested in looking the way you used to but try to look as good as you can at the age that you are.”
Adjani, a five-time winner of the César Award for Best Actress, has previously stated she supports a “feminist vision of beauty which is first and foremost, a question of wellbeing, synonymous with both self-esteem and respect”. The new campaign was devised by L’Oréal’s aim to “celebrate and empower women at every age”, according to the brand’s managing director of its consumer products division. “The Golden Squad is an exquisite selection of L’Oréal Paris Ambassadors celebrated for their esteemed careers in film and entertainment, coming together and united to deliver a strong message to women over 50: bolder than ever,” said Adrien Koskas.