Twiggy returns to adverts for Olay cosmetics – 25 years on

July 1, 2009

Model appeared in campaign for Oil of Ulay – as it was then known – in the 1980s

Almost 25 years after she appeared in an advertising campaign for Olay, Twiggy has been re-signed to front a national marketing push for the anti-ageing cosmetic brand.

Twiggy, who turns 60 in September, last fronted a TV ad campaign for the Procter & Gamble-owned beauty brand in 1985. At the time the range was known as Oil of Ulay.

P&G has signed Twiggy, who most recently appeared in a TV campaign celebrating Marks & Spencer’s 125th anniversary, in a one-year deal to promote the Olay Definity range that “goes beyond fighting the appearance of wrinkles”.

The first ad campaign, which targets women aged from about 50 to 65, will run in national press.

P&G said signing Twiggy was, at least in part, a sign of the growing trend among fashion and beauty brands to use “age-appropriate” models to target consumers.

The FMCG giant uses younger models to front other lines of beauty products for different demographics such as Camilla Rutherford, the 32-year old Gosford Park actress, and the model and women’s editor of GQ, Saffron Aldridge.

“Some of our consumers will remember Twiggy’s first campaign,” said Carla Berry, P&G beauty and grooming spokeswoman. “But what is most important is that she is a relevant role model for mature modern women today.”

• To contact the MediaGuardian news desk email editor@mediaguardian.co.uk or phone 020 3353 3857. For all other inquiries please call the main Guardian switchboard on 020 3353 2000.

• If you are writing a comment for publication, please mark clearly “for publication”.