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Dame Helen Mirren fronts new L’Oreal Beauty Campaign

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Beauty cosmetics firm L’Oreal have taken a stand against using young models to promote their latest products, and have instead plumped for British actress Dame Helen Mirren.

The 69-year-old actress, who undoubtedly looks younger than her years, but confesses to doing nothing to attain them, was unveiled yesterday as the new face of L’Oreal.

Previous campaigns have featured women half her age, including Simon Cowell’s current sparring partner on the X Factor – Cheryl Fernandez-Versini, 31, David Walliam’s missus – Lara Stone, 30, and Hollywood actress Blake Lively, 27.

Dame Helen was typically modest about her new starring role:

‘I am not gorgeous and I never was, but I was always OK looking and I’m keen to stay that way,’ she added:
‘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!’

The gorgeous actress appeared in a photoshoot to accompany the campaign wearing a black trouser suit, minimal make-up and no jewellery. Her hair was swept away from her face, revealing some beautiful fine wrinkles that you would expect to see on a woman of her age.

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And this is what we love about Dame Helen, she is unabashed about her appearance and proof that you do not need cosmetic surgery to look fabulous over 60.  She is also pretty down-to-earth, having admitted to cutting her own hair in the past, something you wouldn’t expect an Oscar winning actress to do, and she has also stated that she only visits the hairdressers once a year.

In the past, L’Oreal has favoured younger models, but perhaps due to public opinion, they are now leaning towards older women who do have a few wrinkles. Women such as Jane Fonda, 76, Diane Keaton, 68 and Andie MacDowell, 56 have all fronted campaigns in recent years.

And even L’Oreal’s other leading ladies are now tending to be a tad older, with campaigns headed up by actresses such as Eva Longoria, 39, and Jennifer Lopez, 45, proving to be fairly typical these days.

Dame Helen has embraced growing older, and has stated that as she has found success later in life, she shes aging as the ‘adventure of life’. In fact, she even feels happier now that she has got older:

‘The weird thing is you get more comfortable in yourself, even as time is giving you less reason for it,’ she said. ‘When you’re young and beautiful, you’re paranoid and miserable. And then you’re older and it’s ironic really.’

One thing Dame has never had to worry about is her weight, which she says fluctuates between just under nine stone to just under ten.

She has also said she eats ‘healthily but not that healthily … as anyone who saw me munching a burger will know’.

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