Line-free skin, glowing complexions, glossy hair... beauty brands are obsessed with youth, right? Wrong! It seems the latest trend in beauty is for labels to turn to older stars to front their campaigns - and we LOVE the results.
Take the new face of Nars. The iconic make-up label has opted for none other than 68-year-old British actress Charlotte Rampling to star in their latest ads. The former model and super chic star of Dexter was announced as the brand's campaign-fronter on Wednesday by François Nars.
'I remember Dirk Bogarde referencing Charlotte’s ‘fabled look’ because of the combination of her beauty and withering gaze,' he said. 'This is what makes her an endlessly watchable mystery.'
[Charlotte was a model in the 60s - Getty]
Her appointment follows the unveiling of 64-year-old actress Jessica Lange as the new face of Marc Jacobs Beauty. Jessica voiced the brand's Autumn Winter 2014 show earlier this month and repeating the phrase 'happy days are here again, the clouds are clear again' like a mantra.
Jessica appeared in a sultry shoot published on the brand's Instagram. She's half-illuminated in the snaps which show her teaming smokey eyeshadow and dark lipstick with Marilyn Monroe style blonde curls.
[Marc Jacobs Instagram]
Charlotte and Jessica make a refreshing change from the 20-something models usually fronting beauty campaigns and they follow in the footsteps of a series of older fashion models bagging big jobs.
American Apparel's recent lingerie campaign featured a 62-year-old, The Row opted for 65-year-old Linda Rodin for their pre-fall 2014 look book, 91-year-old Ilona Royce Smithkin appears in Karen Walker’s spring 2013 eyewear look book. Plus Catherine Deneuve, 70, is in one of Louis Vuitton’s latest campaigns.
The move towards more mature stars is probably largely to do with the fact it's the over-60 baby boomers who have cash to splash right now but we also love that it tackles a lot of the ageist values held by society.