In August this year American beauty magazine Allure announced it would no longer use the term “anti-ageing”.

Speaking in the issue they said, “Growing older is a wonderful thing because it means that we get a chance, every day, to live a full, happy life.

If there’s one inevitability in life, it’s that we’re getting older. Every minute. Every second.”

Allure Magazine August Issue

Allure had a very valid point, as though being beautiful stops when someone gets older?

Putting the wonderful Helen Mirren on the cover drove home the point, Allure also said that how we speak about older women matters too.

They said, “Language matters. When talking about a woman over, say, 40, people tend to add qualifiers: “She looks great…for her age” or “She’s beautiful…for an older woman. Catch yourself next time and consider what would happen if you just said, “She looks great.”

Beauty Standards

Other brands are embracing women of all ages, L’Oreal, Lancôme, Cover Girl and Olay all use women not restricted to the 18-30 age group.

So people were disappointed when it was announced that Dior have chosen Cara Delevingne as its face for an anti-ageing line.

Via their Instagram they declared the 25 year old as the new face for Capture Youth line which works on all signs of ageing.

Cara For Dior

The reaction to the announcement has been mixed, online people have been criticising Dior for the choice.

That luxury brand Dior would choose a wrinkle-free Cara has angered quite a few people.

Most notably popular beauty blogger Caroline Hirons, using the #thatsnotme hashtag.

London Beauty Queen blogger Hayley Hall also added to the furore, writing on her blog “If you’re choosing to create products specifically for 30+ skin, why not use actual 30+ skin in your advertising?”

Clearly using a 25 year old to promote a brand aimed at 30+ women is nothing new, but it seems as though people are ready to call out brands that continue to do so.

The range by Dior launches January 2018, will you buy it?

While we wait let’s just celebrate the beautiful Helen Mirren again, glowing in her own skin.