Helen Mirren Has Declared War On This Beauty Industry Word

15 August 2017, 16:45 | Updated: 15 August 2017, 17:14

Helen Mirren Allure Magazine Instagram

If she pulls it off it could be a big change for an industry that for the last 40 years has relied almost entirely on the notion that we need a cure for ageing.

The phrase anti-ageing is almost exclusively used to sell beauty products to women and is mostly referred to as a negative, so phrases like 'The War on Ageing' are charged with emotion and used as the norm to describe how women should feel about their skin, their bodies and their age.

This could all be a thing of the past as Helen Mirren, 72, the woman who could get away with anything in the style stakes and the new face of L’Oréal says in an interview with Allure magazine that she wants to support the magazine to put an end to it. 

She says that when L’Oréal approached her to work with the company, she made the point to them and luckily they had already thought about it. She goes on to say: “I said, ‘This word “anti-aging” — we know we’re getting older. You just want to look and feel as great as you can on a daily basis.’ ”

"We are making a resolution to stop using the term “anti-ageing”, Allure’s editor Michelle Lee wrote in her Editor's letter for the magazine’s latest issue.