Lupita Nyong’o, Lilly Collins, Kate Winslet and Penelope Cruz front Lancome’s #LoveYourAge campaign

After posting individual shots of Lupita Nyong’o, Lilly Collins, Kate Winslet, and Penelope Cruz on the company Instagram account with bottles of Advanced Génifique serum, Lancome published a compilation image of the four actresses, captioning the image, “Beauty is not about hiding your age, it’s about embracing it. Do you #LoveYourAge? Tag your beautiful friends and stand proud!” Lancome inscribed each photo with the actress’s age, dubbing the numbers “years young” in lieu of the traditional — and somewhat more ageist — phrasing “years old”.

Lancome’s Advanced Génifique serum is marketed towards women of any skin type regardless of their age, in stark contrast to the industry standard of advertising anti-aging “miracle products” and potions to women of a certain age. Instead, Lancome’s serum and ad campaign itself seem to herald the message that beauty is timeless, and radiant skin isn’t a covetable condition reserved solely for those in their 20s.

Source: Lancome USA