Move over Jennifer Aniston, Dame Helen Mirren is a new face for L’Oreal.

According to this article in the UK’s Daily Mail, she now finds herself representing L’Oreal alongside fellow actresses Eva Longoria, 39, Jennifer Lopez, 45, and Andie MacDowell, 56.

OK, there are some younger celebs in L’Oreal’s stable as well including pop singer Cheryl Fernandez-Versini, 31, model Lara Stone, 30, and Hollywood actress Blake Lively, 27.

This is good for women and good for ageing. Mirren is living proof that age need be no barrier to glamour.

Importantly though, it shows that a major global cosmetics behemoth is responding to the needs and dreams of the ageing consumer.