The beauty industry is about to get a bit more inclusive.
On Jan. 8, L’Oréal Paris announced that actress Susan Sarandon will be the brand’s latest international brand ambassador, according to Yahoo. At 69, Sarandon joins the likes of Helen Mirren and Diane Keaton as over-65 spokesmodels for the brand.
Yahoo’s Sarah Bliss writes that the decision to feature Sarandon sends a message that beauty is not contingent on age, pointing out that L’Oréal seems to have selected models for every decade of life: “Julianne Moore is 55, Naomi Watts is 47, Lara Stone is 32, Blake Lively is 28 and Karlie Kloss is 23. No matter what age you are, they have a spokesperson to reflect where you are. With a dearth of models over 30, it’s a smart choice that is being noticed.”
Bliss points out that while younger models seem to be chosen based on their appearance, over-65 models are selected not only because they are beautiful, but also because they are strong and successful women. Cyril Chapuy, L’Oréal Paris’ brand global president had this to say on selecting Sarandon as their spokesmodel:
“Susan is a cinematic icon … She is strong, charismatic and talented, and has a compelling sense of self. Her outspoken activism, captivating film work and authentic charm continue to inspire women to be fearless and believe in their convictions.”
According to Yahoo, Sarandon also feels that her partnership with the beauty brand will be impactful. The actress said that she is proud to represent L’Oréal and join in their mission of empowering women.
“The very first time I heard ‘Because I’m Worth It’ [the brand’s motto], it definitely was a shift in the framing of why you should look good. It had to do with women becoming the master of their own lives and decisions. It’s an extremely powerful statement that has transcended time. Beauty comes from the inside; it’s a state of mind,” she said.
Thank you, L’Oréal and Susan Sarandon, for showing us that true beauty transcends age.