It’s a sign of how perceptions of ageing are changing when in 2024, Andie McDowell and Helen Mirren are employed as Global Ambassadors by the cosmetic, haircare, and perfume company L’Oréal Paris.

Helen, 77, and the narrator of Barbie, the world’s most popular movie of 2023, in fact the highest grossing film in Warner Bros’ 100-year history, has launched a campaign about the caveat “for your age”.

“Don’t you look good… for your age,” is the most popular term.

“It’s so insulting, isn’t it?” said Helen. “It is patronising is what it is – and the one thing I refuse to be as I get older is patronised.

“You are the age you are, whether you’re 45, or 85. And you look great for who you are, not for how old you are.’

A survey conducted by L’Oréal Paris found that 70% of women hear “for your age” beginning as early as 25, with 84% of women aged 55 plus saying they would – unsurprisingly – far prefer to be told “you look good” versus “you look good… for your age.”

Remember those anti-ageing creams and lotions? Anti-ageing, a term that reinforces the idea that ageing is a condition humans need to battle, has disappeared from the vernacular. It’s now ‘glow’, ‘pro-skin’, ‘skin health’ and ‘age well’.

“I think language is incredibly important as it changes the fundamental attitude. I’ve always hated those words anti-ageing because it’s anti-human,” she said.

“’Pro skin’ is great because you’re saying, look after yourself and don’t stop.”

Asked how she felt being 77, she replied: “It’s great to get older, it’s fantastic! You learn that it becomes less about yourself, which is one of the great parts. [You realise] it’s not all about you but the wider world, and [that’s] so much more interesting… Celebrate it! Because it’s either you die young, or you get old. And I don’t want to die young; I’m too interested in life [because] life is wonderful.”

“Enjoy it.”