Over the past decade there has been a noticeable increase in older celebrities fronting beauty campaigns. Think Helen Mirren, Jane Fonda and Celine Dion for L’Oréal and Ellen DeGeneres and Queen Latifah for Covergirl.
This year, Nicole Kidman teamed with US haircare brand, Vegamour, as spokesperson and investor. While Sarah Jessica Parker collaborated with RoC Skincare to launch a limited edition of her favourite anti-ageing products from the brand.
Julianne Moore continues the trend with a one-year deal with Hourglass Cosmetics. The 61-year-old will be fronting the brand’s latest ‘We Glow’ campaign which debuts its new launch – Ambient Soft Glow Foundation.
Moore is only the second ambassador for Hourglass, following in the footsteps of supermodel Rose Huntington-Whiteley. Her 20-year-old daughter, Liv Freundlich, will also appear in the campaign and there are four other ‘connected duos’, including Twyla Tharp, the legendary dancer and choreographer, and her mentee, Destiny Wimpye.
Our culture is often focused on outer beauty and trying to combat ageing, says Moore. “I appreciate the refreshing appeal of this campaign in showing that beauty also comes from within, and from relationships we share.”
The new Ambient Soft Glow Foundation contains white tea extract and Vitamin E. Boasting 16-hour wear and imperfection-blurring ingredients, it is available in 32 shades.
Hourglass Cosmetics was founded in 2004 as a cruelty-free luxury brand by Carisa Janes, a veteran of Urban Decay. It was acquired by Unilever in 2017 and became the first colour cosmetics brand in the multinational’s Prestige division, alongside Dermalogica, Murad, REN and Living Proof.
The brand is sold in more than 1000 doors worldwide, including Sephora, Nordstrom, Bergdorf Goodman and Mecca in Australia.
Hourglass became completely vegan in 2020. Hero products include Arch Brow Volumising Fiber Gel, Veil Mineral Primer and Ambient Lighting Powder.
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