Cosmetics giant L’Oréal has partnered with Dame Helen Mirren with the launch of a new campaign that aims to challenge consumer perception of old age.

Promoting the company’s Age Perfect Golden Age latest skincare offering, the campaign – which will run across print, online, TV and outdoor – will see Mirren work as a spokesperson to push the ethos ‘Gold, not old’ and add a new twist in the famous catchphase, ‘We’ve still got it, and we’re still worth it.’

The campaign was created by McCann London and promotes the skincare range which has been created to “flatter mature skin tones, to help bring back a rosy glow to cheeks and make skin feel re-cushioned.” Indeed, L’Oréal hopes to reinforce the idea that mature women have wisdom and experience, attributes which should be treasured.

Adrien Koskas, General Manager for L’Oréal Paris UK, said: “We’re proud that Helen Mirren once again takes a stand to help women be more visible, whilst reminding us all that they still have a voice and shouldn’t be afraid to use it.”​