Dame Helen Mirren, has put her role as the face of skincare brand L’Oreal in jeopardy after publicly disparaging the brand she is paid to promote by declaring that the well-known moisturiser "probably does fuck all."
In a remarkably candid interview, Mirren went off-script while sat alongside a L’Oreal panel in her capacity as brand ambassador. Addressing her audience Mirren said: “I’m not setting standards for others. All I can do is be who I am. I’ve always loved make-up.
“I’m an eternal optimist - I know that when I put my moisturiser on it probably does fuck all, but it just makes me feel better. I’ve always said to L’Oreal as well that I will only do what makes me feel better,” she said while speaking to Campaign.
At 72 the veteran actress has been co-opted to plug L’Oreal’s ‘age perfect’ moisturiser range having been an outspoken critic of the practice of age discrimination in the industry, leading to her being enlisted to challenge perceptions of old age.
L’Oreal has not reacted to the comments.