January 16, 2021

When Beauty Ambassadors Go Rogue

PARIS — Outspoken brand ambassadors: a boon or a bane to beauty brands in this digital age?
It depends, branding experts say.
Oscar-winning actress Helen Mirren, a face of L’Oréal Paris, whipped up a virtual lather of excitement after having shared personal thoughts about skin care during a recent interview with Campaign magazine.
“I’m an eternal optimist — I know that when I put my moisturizer on it probably does f–k all, but it just makes me feel better,” the 72-year-old actress reportedly said in a wide-ranging interview, which went viral this week. She is the brand’s oldest celebrity face, fronting L’Oréal Paris’ Age Perfect moisturizing range since 2014.
“I’ve always said to L’Oréal, as well, that I will only do what makes me feel better,” Mirren continued.
She said: “I’m not setting standards for others. All I can do is be who I am. I’ve always loved makeup.”
Mirren joins a list of high-octane beauty brand ambassadors — including Helena Bonham Carter, Sharon Stone and Isabella Rossellini — who have publicly spoken their minds in unexpected ways and with varying effects. But that was before the Internet was as ubiquitous as it is today, with the ability to propel — and magnify — sound bites in

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