Dame Helen (Mirren) L’Oreal’s New Queen of the HopOctober 27th, 2014
Uber-cool 69 y/o Helen Mirren is L’Oreal Paris’s new U.K. Ambassador–in the U.S. we’d probably say she was the spokesperson, or face of, L’Oreal Paris.
She vows her photos will be untouched. As far as aging? Dame Helen said: “Your 40s are good. Your 50s are great. Your 60s are fab. And 70 is f—— awesome. I’m not quite there yet, but almost.”
Her ambassadorship marks a new approach to age in the fashion and beauty industry, celebrating it rather than promoting an “anti-ageing” message.
This is a good example of how Boomers are affecting advertising. We still buy cosmetics, and L’Oreal wants a slice of that pie. They make their appeal by hiring a glamorous spokesmodel who is even older than we are. It’s not radical that brands are targeting Boomers, because brands have been targeting Boomers for 60 years, what’s radical is that a major, global cosmetic company is targeting 60 year old women, a heretofore ignored demographic. Not as much advertising money is spent on 50+ as is spent on younger demos, but when we were 20, and 40, no one targeted 50+ at all, and no one ever hired a 69 year old woman to represent them, either.
This is a nod from Madison Ave. that the Boomer market is still relevant, and it’s also an important message for all women, all ages, everywhere, that you don’t have to just disappear when you get older, and that you can still be attractive and vivacious.