Helen Mirren has been announced as the latest icon to join L'Oreal Paris as an ambassador.
At 69 Helen is at the vanguard of a new breed of women showing it is possible to maintain looks, vitality and energy levels to go on working whatever your age.
We think it's a perfect fit for her and L'Oreal Paris.
Like the other ambassadors, which includes Jane Fonda, Julianne Moore and Hugh Laurie to name a few, Helen demonstrates that beauty and accomplishment not only come from within, but aided by the right approach, you can continue to get better with age.
Helen however has a different view on herself: "I am not gorgeous and I never was, but I was always ok looking and I'm keen to stay that way."
Speaking about her joining the L'Oreal Paris brand, she said: "I have always loved the L'Oreal Paris brand, and I am truly delighted to become an ambassador and join such an impressive group of high-achievers. 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 spontaneous warmth along with her looks and intellect are part of Helen's positive attitude to ageing. In L'Oreal surveys, she repeatedly ranked top as the woman who appealed most to consumers. Survey participants repeatedly described her as genuine, intelligent and glamorous, with looks that seem only to improve with the passing of time.
Elen Macaskill, general manager for L'Oreal Paris said of her joining the brand: "For theatre and cinema audiences around the world, Helen Mirren is brilliant, irreverent, beautiful, sexy and quintessentially British.
"She is subtle and alluring, and to women in the arts she's an inspiration and a tireless supporter of emerging talent. As you can tell I'm a huge fan, and we're incredibly excited to introduce her as an Ambassador for our brand."
Helen isn't the only beauty to be recently added to the long list of beauties that represent L'Oreal Paris. Just last week Naomi Watts was named a new ambassador too.
The 46 year old said: "I am deeply honoured to join this inspirational brand. L'Oreal Paris has been telling women for decades that they are 'worth it' - this is not a slogan, it's an inspirational mantra.
"L'Oreal Paris embodies much more than legendary products, it also promotes self-affirmation, self-confidence and allows each and every woman to value herself no matter what her age, background or nationality."
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