NARS believes that beauty doesn't have an age limit and the French cosmetics giant is willing to put its money on it.
The make-up brand has snubbed younger models for 68-year-old British actress Charlotte Rampling in its latest lipstick campaign.
The mature beauty fronts NARS' Audacious Lipstick collection, which is being released as part of the company's 20th anniversary.
In the newly-released images, shot by founder and creative director François Nars himself, Rampling looks stunning in a black tuxedo jacket and shirt.
She smoulders in the black-and-white images which show her with her hands in her trouser pockets.
Rampling was hand-selected by the brand earlier this year because she has a "natural beauty that feels strong, yet relatable".
"Charlotte's ability to transform is unparalleled," Nars told WWD. "Whether captured in pieces of artwork, through the lens of a magazine photographer or on the big screen, she has an amazing power to encompass a character."
But what do we know about the British beauty?
Although she has only dipped into modelling on a few occasions, her acting career has spanned over 50 years.
Her father is the late Olympic gold medallist Godfrey Rampling and she was previously married to the French composer, Jean-Michel Jarre for 20 years. They divorced in 1998.
She has appeared in almost 100 English, French and Italian films and sparked controversy in the film Max mon amour, where she played a woman who fell in love with a chimpanzee.
NARS' Audacious lipstick collection hits stores this autumn.