Beauty’s new age
As Isabella Rossellini and Laura Dern are snapped up by big-name brands, we celebrate the cultural shift that shuns ageism in favour of inclusivity, diversity and positive messaging
When Isabella Rossellini started working with French cosmetics brand Lancôme in 1982, it was an entirely different world. ‘It was very much “be beautiful and keep quiet”,’ Isabella tells Grazia. ‘I was to be the subject of beautiful photos but my voice was kept anonymous.’ After 14 years with the brand, including a prominent role as the face of cult fragrance Trésor, Isabella (43 at the time) was let go and replaced by Juliette Binoche, 12 years her junior. Far from naïve as to the reasons behind her departure, Isabella explained in an interview, ‘ They told me they needed somebody younger. The advertising was aspirational, and even though they have clients of many ages, the desire was for youth.’
Fast forward to 2018, and Isabella, now 65, will once again appear in Lancôme advertising campaigns, as the face of the brand’s new Rénergie Multi- Glow Cream – this time around with a platform and active encouragement from the brand to speak up. With a career spanning over 40 years, talent by the bucketload and a no bullshit attitude that makes us want her on speed dial, Isabella’s return is long overdue.
‘ When Lancôme asked me to come back, I told them I needed to visit the lab and see all of the creams that I would be endorsing,’ explains Isabella.
It’s this authoritative and inquisitive approach, alongside her longstanding love of the brand, its heritage and its products that makes her a truly authentic partner – one who will speak to a diverse and marketing-savvy consumer.
It’s clear Isabella’s signing is part of a wider, growing trend of brands acknowledging that beauty is not Millenial skin deep. Winona Ryder, 46, is the face (or at least the hair) of L’oréal Elvive. And Laura Dern just landed her first beauty gig at 51, as one of three faces fronting Kate Spade’s latest fragrance launch, In Full Bloom, alongside Saturday
Night Live’s Sasheer Zamata, 31, and Rookie founder Tavi Gevinson, 21.
There’s no doubt ageism is still apparent in the beauty world and beyond, but it’s also clear we’re in the midst of a significant cultural shift that favours diversity of all shapes, sizes and ages. Or rather, women and every eclectic guise we come in. The hope is, in the future, age-related brand signings won’t warrant news – it will be the norm. Although there’s still a way to go. Lancôme Rénergie Multi-glow Cream, £64, is available from 14 March at Boots and from 28 March nationwide. Kate Spade In Full Bloom will be available in the UK later this year