ageist EDITORs | march 8, 2018

ciao, bella

Hey everybody, let’s look younger. Have you tried this cream and that makeup to stretch out your wrinkles, and give your skin that glossy, timeless (read: teenage) shine? No? Well, Lancôme is cool with all that, it seems. Last week, they announced momentous news: the ageless, stunning Isabella Rossellini would return (21 years after she was dropped) as the face of the mega cosmetics brand. “Things change. They tell me my name comes up in their market research still,” she told The Cut. And now I’m new again! There are very few 64-year-olds — I turn 64 in June — representing a cosmetic company.” Granted, there are very few 64-year-olds who have the mystique of a Rossellini, as well. Still, the move is in step with other brands, among them L’Oréal and NARS, hiring icons of the fashion world like Charlotte Rampling and Maye Musk to front their campaigns. That Rossellini came back to Lancôme after they very obviously got rid of her to go with someone younger in 1997, says as much about her as it does the shift in attitudes in the marketing world. Our feeling is that Rossellini will be happy to serve as the age-positive representative of a brand typically associated with the relentless drive to look younger. But she would have been as cherished an icon without the global advertising gig. Nevertheless - hats off, Lancôme.