Sometimes marketing execs develop ad campaigns that feature questionable faces promoting something that’s not the most perfect fit. Dior’s latest anti-aging skincare line kind of feels like that. The new face of its anti-aging beauty products is none other than 25-year-old British model Cara Delevingne.
There’s no arguing that Delevingne is stunning. But she’s also on the younger end of the spectrum in terms of requiring any heavy-duty anti-aging creams or serums. At 25, you’ve got a youthful glow from, well, actual youth. How can she be anti something she’s barely done?
Nevertheless, starting a preventative regimen in your mid-20s can certainly help slow the signs of aging decades down the road.
Dior made the new ambassador announcement on Instagram with a campaign photo of Delevingne sporting cropped brunette locks–a departure from the silver, shaved head she’d been rocking as of late–and pristine skin, possibly more clear and perfect than an actual porcelain doll.
The new line, Capture Youth, is targeted at 30-somethings–half a decade older than the Brit–who are beginning to notice the signs of aging, like fine lines, uneven skin tone, or perhaps the start of sunspots, and want to delay the inevitable.
Products from Capture Youth use Florentine iris extract that is “able to increase the activity of glyoxalase,” according to Edouard Mauvais-Jarvis, environmental director and scientific communication director of Parfums Christian Dior, in an interview with WWD. Glyoxalase is the skin’s “intracellular antioxidant defense system…which controls skin’s ability to fight against visible signs of aging and gets weakened by time and environmental factors,” says Mauvais-Jarvis.
The full line will hit stores in January 2018.
It feels slightly wrong to want to buy anti-aging products hawked by a 25-year-old, but if it’s good enough for Cara D, you can bet we’ll be waiting to get our hands on a tube or two come January. You know, just to try.