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Why I’m Loving Older Women as the Stars of Major Beauty Campaigns

When she turned 41, model Lauren Hutton was fired from Revlon after ten years as the face of the brand. That was back in 1984. Three decades later, it appears that more mature ladies have made some major strides when it comes to landing (and keeping) contracts for coveted ad campaigns. The latest NARS Spring 2013 ad campaign features 42-year-old British model Stella Tennant. After watching the brand’s behind-the-scenes video, I came to the conclusion that the brunette’s amazing looks inadvertently prove that Aaliyah was right when she told us that age ain’t nothing but a number.

But what’s really interesting is that Tennant isn’t the only beauty campaign star over the age of 25. Lately, I’ve noticed that more and more middle-aged women are becoming the spokeswomen for big beauty brands—and it’s a trend I’m fully on board with.

In November, Gwyneth Paltrow, who’s 40 years old, became the spokesperson of Max Factor in Europe (granted, she brings plenty of star power to the brand). Then there’s Ellen Degeneres and Sofia Vergara, 54 and 40 respectively, who appeared together in a Covergirl commercial last year, and both have been featured in solo print ads. It’s refreshing to see a broader spectrum of women represented in these campaigns. After all, wearing makeup is not confined to a specific age bracket, so it makes sense that we’re finally seeing models that reflect the demographics of the brand’s consumers. 

What do you think? Are beauty brands becoming more open to having older leading ladies?

—Mai 

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