Beauty brands are eyeing the Gen X dollar, reflected in a spate of new ambassadors for major names.
Estée Lauder recently announced that a familiar face from the early nineties, Paulina Porizkova, would be returning to the fold.
The 59-year-old model, actor and activist was a spokesmodel for the luxury beauty brand from 1988 to 1995 as the face of some of Lauder’s “most celebrated” campaigns.
Porizkova will endorse skin care and make-up products from the brand that “authentically align” with her pro-ageing values.
L’Oréal Paris, meanwhile, revealed none other than The X-Files’ Special Agent Dana Scully herself, Gillian Anderson, as its new global ambassador and the face of the brand’s Age Perfect range.
Upon the announcement of her appointment, Anderson said: “Women are extraordinary – unique, complex, brilliant, beautiful inside and out, at every age.
“Yet the conventional narrative surrounding women and ageing rarely, if ever, reflects that.”
And ‘elder millennials’ – aka, people born in the early 1980s – are not being left out of the narrative.
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