L’Oréal Paris (UK) has released its latest campaign by McCann London starring Oscar-winning actress and British icon Dame Helen Mirren. Launching the new Age Perfect Face, Neck & Décolleté skincare, the campaign continues to challenge attitudes towards older women.Embodying femininity by playfully encouraging the consumer to ‘reveal a little more’, the campaign defies current cultural expectations to cover up after a certain age. In the TV spot Helen questions, “Why should your skincare stop at your face?” and cheekily concludes, “Tone, tighten…unbutton!”.The campaign launches with content films including ‘French Lessons with Helen’; her unique take on a French lesson where she reminds British women that we’re a lot more ‘au-fait’ with the language than we might think.CreditsCreative director: Rob BrownCopywriter: Steph DunkDesign lead: Andy TannockProducer: Anita OsbourneManaging partner: Lisa ConwayPlanning director: David FrymannPlanner: Emily EllisBusiness lead: Alson WebberAccount director: Emma ForsythProject director: Louise HawthornthwaiteDirector: Peter Lindbergh @ Working Girl