Why Helen Mirren is the new face of L’Oreal

She was voted as the sexiest woman over 50 and, on one occasion, even having the ‘hottest body’ in Hollywood. But now, Dame Helen Mirren has taken her ‘growing older gracefully’ ethos a step further by becoming the new face of L’Oreal Paris.

In an acting career spanning five decades, she has inspired both men and women over 45 alike as that stylish English rose. Maybe it’s her predisposition for looking after herself or her beauty, which has matured with her, but Helen Mirren has captivated thousands through her screen and stage presence since the 70s.

Helen-Mirren

The Academy and BAFTA-winning actress said: “I’ve always loved the L’Oréal Paris brand, and I am delighted to become an ambassador. I hope I can inspire other women towards greater confidence by making the most of their natural good looks. We are all worth it!”

Grey is the new black

One reason the 69-year-old has become an ambassador for L’Oreal Paris could simply be because her appearance has moved with the times. She seldom tries to dress and appear younger than she is; her forgiving attitude to fashion, and her willingness to sport her natural hair colour, proves that grey is the new black. Yet Helen may embody the company’s ‘because I’m worth it’ slogan. After all, it’s becoming more apparent that an increasing number of women her age are free-spirited and content as they are.

Alongside Helen’s new role, 68-year-old Charlotte Rampling represents Nars this autumn – and both offer a beacon of light to those are over fifty, dating and embracing life and love. There is nothing like a Dame Helen Mirren or a stunning Charlotte Rampling to influence a growing band of women – and drop the jaws of men the same age. After all, one in four women is over 50 and, in half a century’s time, an amazing half of all the ladies in the world will be over 50!

So why Helen Mirren? It may be because L’Oréal Paris revealed that it had surveyed almost 9,000 women, and found the actress repeatedly ranked top as the woman who appealed most to consumers. The panel billed Mirren as ‘genuine, intelligent and glamorous, with looks that seem only to improve with the passing of time.’ Helen has also fronted the M&S Leading Ladies campaign, proving that she’s a versatile leading model for her age group.

Ultimately, Helen is a big hitter in the age before beauty level playing field. She modestly sums up: “I am not gorgeous. I never was, but I was always ok-looking, and I’m keen to stay that way.”