L’Oreal Paris has always been good at picking their brand ambassadors. Past reps of their products have included the likes of Blake Lively, Eva Longoria, Julianne Moore, and Naomi Watts, and that’s just a sampling. But this is 2016, and 2016 is a year for being better and doing better, which is why L’Oreal has tapped Susan Sarandon as their latest brand ambassador.
The announcement that Sarandon will act as the newest ambassador and international spokesperson for the Age Perfect line of skin and haircare came early this morning, and we couldn’t be more excited. It seems that the feeling is shared on Sarandon’s part, as she has a great respect for L’Oreal and their “Because I’m Worth It” campaign. She told Vogue UK,
“I was of course very aware of and very affected by their ‘because I’m worth it’ slogan from way back when. At the time it happened that was so huge, really. So huge to want to look beautiful because you’re worth it rather than because you’re trying to impress somebody…The emphasis is not on becoming more attractive to lure somebody in, but to be all you can be because you love beauty and you love yourself and want to treat yourself well. How you spend your energy is ultimately what creates who you are.”
Looking at the campaign as a sort of ultimate “treat yo self” situation is definitely a great way to look at a beauty brand that’s been around for over 100 years.
L’Oreal Paris’s Brand Global President, Cyril Chapuy, shared in Sarandon’s enthusiasm:
“Susan is a cinematic icon. She is strong, charismatic, and talented, and has a compelling sense of self. Her outspoken activism, captivating film work, and authentic charm continue to inspire women to be fearless and believe in their convictions. She is a real woman of worth inside and out. We are honored to have Susan as a new Lorealista.”
At 69 years old, Sarandon isn’t the oldest ambassador L’Oreal has ever had (Helen Mirren was appointed the same role at 69-years-old, and 78-year-old Jane Fonda has repped the brand as well), but it’s always wonderful to see brands stepping away from the easier route of casting younger, flashier supermodels, like Maybelline did with Gigi Hadid and Pantene has been doing with Selena Gomez.
Besides, Sarandon herself described the “because I’m worth it” campaign as one that has “transcended time,” so it logically follows that L’Oreal would want to step away from ageist standards of beauty. I mean, looking at some of the photos that L’Oreal has released, it’s clear that beauty knows no age:
Susan Sarandon is officially my ginger icon.
And my leather jacket icon. I’m not mad about these new developments.
When asked about her age (she’ll be 70 later this year), Sarandon responded appropriately:
“I look forward to being older, when what you look like becomes less and less an issue and what you are is the point.”
If anyone’s going to be the face of such a major and influential brand, I’m glad it’s some like Sarandon who chooses to focus more on what’s inside. If more of this year’s campaigns follow along this same path, then 2016 is going to be a great year for women in the fashion and beauty industry.