Most brand ambassadors tend to be, well, young. But you know what? The desire to take care of your skin and a passion for makeup doesn't stop at a certain age. There is definite ageism in the beauty industry and it's telling older women that they don't matter as much because they are no longer youthful. Which, ultimately, is nonsense.
According to Beauty Business Journal, a report by the British Royal Society for Public Health revealed that 24 percent of 18-34 year olds believed that older people can never be thought of as attractive and 25 percent of 18-34 year olds believe that it is normal to be unhappy and depressed when you are old. These statements are astounding to read, and especially worrying when, as The Beauty Business journal points out, "that most people who work in the advertising industry are in their twenties and thirties."
Luckily, things are changing, albeit slowly. The beauty industry is starting to wake up to the fact that older women are not meant to be hidden away, with more and more brands appointing older women as brand ambassadors. Keep on reading to see a few of our favorites.
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Isabella Rosselini
The actress and international icon first became the face of Lancome in 1982 at the age of 30. Her career was just taking off; she would go on to make her most famous film yet, "Blue Velvet" in 1986. But her deal with Lancome came to an abrupt end when she turned 42. Why? Well, she's revealed in interviews that it basically came down to ageism.
This story has a happy ending, though: The brand came calling again in 2018 — and the resulting campaign images are every bit as glamorously gorgeous as you'd expect.
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Jane Fonda
The former model and "Grace & Frankie" actress is well-known for her outspokenness on several issues, including ageism in Hollywood. But that didn't stop her from becoming the face of L'Oreal and still rocking it at the age of 81. The star also recently covered British Vogue's "Non-Issue" which is all about the age-barrier and how it's holding women back.
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Dame Helen Mirren
The 73-year-old actress is the brand ambassador for L'Oreal's Age Perfect moisturizer range and insists that all the ads she is in are not digitally enhanced to remove any wrinkles. In a hilariously real moment while appearing on a panel, she commented that "I'm an eternal optimist. I know that when I put my moisturizer on it probably does f*ck all, but it just makes me feel better."
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Céline Dion
At 51, Celine Dion is one of the new faces of L'Oreal, specifically the Excellence Hair Color collection. She will join the likes of the aforementioned Dame Helen Mirren and Jane Fonda, as well as Amber Heard and Duckie Thot in her role as spokeswoman.
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