MAC did it back in 2011 with Iris Apfel:
President and CEO
575 Fifth Avenue
New York, New York 10017
Mr. Roze, I have been a long-time Lancome customer from 1982 to present. I notice each time I purchase something at a Lancome counter I am serviced by an older Lancome rep and the customers around me are all older. My guess is that many of Lancome customers are in their forties, fifties and sixties plus.
As an aging woman, the media and, especially cosmetic companies, have done us an incredible disservice. The anti-aging names of your products send a message that the natural signs of aging are a disease worse than cancer.
I no longer will give my business to a cosmetic company that continues to devalue older women by their choice of models and their anti-aging language. Older women have their own beauty as evidenced by the natural aging faces of Charlotte Rampling, Vanessa Redgrave, Maggie Smith, and, most definitely, Isabella Rossellini. It is time older women have the same privilege as others by seeing ourselves mirrored in the media with positive, validating images.
Isabella Rossellini was Lancome's model when I became a customer in 1982. I was disappointed when she lost that position. Rossellini has said she wishes to model again. She states “...there are no models who can work [in their] sixties.” She's available – prove her wrong – honor older women who are your customers. The time is perfect to: “Bring Her Back!”
Blair Fielding, MA, LMFT
cc Richard Jones, Sr. VP in Charge of Luxury & Active Cosmetics
Rebecca Masson, VP-Marketing