After viewers questioned whether Dame Helen Mirren's L'Oreal campaigns were doctored to make her appear more youthful, the UK's Advertising Standards Authority has confirmed that no misleading digital retouching took place.
The complaint was that the veteran actress - and beauty icon - appeared to have had her wrinkles airbrushed in the TV campaign for the beauty giant's Age Perfect products, which you can watch below.
The ASA investigated the accusation of "post-production techniques" used and ruled that the brand did not make any false or misleading claims. Well why would they need to when Helen looks this incredible at 69 years old?
Their statement said that they noted wrinkles were clearly visible on her face in the ads, "across her forehead and around her mouth." They then compared this to recent red carpet images of the star which they said "would have reflected a similar degree of professional styling and makeup as the images in the ad, without any post-production amendments", and that "her appearance in the ads was comparable to those more candid images."
Their conclusion? "The ads had not altered Ms Mirren's appearance in a way that would exaggerate the likely effect that could be achieved by consumers' use of the product", and therefore they were not misleading.
This seems important because not only is it reassuring to have our collective cynicism investigated and confidence in beauty products confirmed, but also these specific ads - and Dame Helen - are helping smash ageism in the beauty world, something we really believe in. We hope they continue to do so this beautifully.
By Bridget March
See the full story on Cosmopolitan.co.uk