Models are getting older. As in the over 60 set. That’s right, if you have yet to see Helen Mirren in her latest role as the face of L’Oreal you truly are missing out.

While super models of the ’80s are now in their 40s and early 50s, there is a new set of model on the scene. And they are the over 60 set.

The gorgeous Helen Mirren is the new brand ambassador for L’Oreal Paris. In a video for the brand, in which she proudly proclaims “our perfect age is now”, she not only suits up in leather and red lipstick, but persuades us to grow another year bolder.

Yep, a real life 69 year old woman publically singing the praises of growing old gracefully. Not exactly an everyday occurrence. But it may be soon enough.

With everyone from movie stars to Bravo Housewives to real housewives getting injected, plumped, and pulled regularly, looking your age has not been at the forefront of pop culture. But are we getting over the eternal youth syndrome and headed toward aging gracefully?

Hopefully, yes. Mirren is not the only older woman to step up to the designer marketing plate. Jessica Lange is doing ads for Marc Jacobs Beauty at 64. American author Joan Didion is the new face of Celine at 80!

And all three look au naturel, their lines and grey hair proudly on display. And why not? They are not 30. Why try to look it?

Even those 40-something models are beginning to show off their real age. Cindy Crawford’s latest lingerie pic to go viral was the real deal, no touch ups. There were even some noticeable wrinkles on the red carpet at this year’s Oscars. Not all sleek foreheads and cupie doll cheeks.

In our youth-obsessed culture we’ve been trying so hard to look as young as possible. The new beauty movement seems to be headed in the direction of looking as great as you can for your age. This means happy and healthy. Sure, it may sound cliché, but what woman with a healthy glow who looks truly comfortable with herself doesn’t look beautiful? Think maintenance rather than reversal. Keep what you have healthy and looking great.

This means steering clear of too much salt and sugar, eating a balanced diet, getting adequate rest and exercise, and reducing stress. Meditation is a helpful tool in raising your PMA.

Using healthy beauty products is also better for skin and health. There are many natural anti-aging ingredients that support the skin. And don’t forget the sunscreen. UV damage is the leading cause of prematurely wrinkled skin and spots. Try a tinted moisturizer with mineral SPF like Marion Cotillard wore to the Oscars.

We seem to be at a beauty crossroads. Will we keep fighting the inevitable or revel in the natural flow?

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Image of Helen Mirren via Shutterstock

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ColumnWith a name like Pureology, consumers seeking truly pure hair care products would bet this is a brand with that main princinple in mind. But is it? We go behind the label to find out.

The Good

Pureology is a salon brand of hair care dedicated to the color-treated masses (of which this writer belongs). Color-treated hair is high maintenance hair and the brand claims that its exclusive AntiFadeComplex® can help color-treated hair “retain its fresh-from-the-salon vibrancy with every use.”

Being a vegan hair care product line, like Pureology is, means no animal ingredients are used in making the products. The ingredients  and finished products are not tested on animals. This is a good deal for the animals (and animal lovers), and it also means ingredients are typically  less likely to be a risk for allergy or severe reactions, which would require animal testing in the first place.

A commitment to sustainability is a core focus for Pureology. The company notes on its website that it has a long-term commitment to “minimizing the negative environmental impact of our products across their entire life cycle – from the ingredients that go into our formulas to the raw materials that comprise our packaging to the effect our products have on the environment both during and after use.”

Several commitments are at the forefront of Pureology’s beliefs. From the website:

• Sustainability is a responsibility, not a luxury
• In minimizing our environmental impact through water conservation, water reduction and reduced eco-toxicity across the entire life cycle of our products
• In educating colourists and consumers about what they can do to support sustainability every day
• That clean water is a fundamental right for every adult and child around the globe
• In animal rights, our products are never tested on animals 

The brand has an “exclusive” global partnership with Global Green USA “to help foster a sustainable future starting with the salon professional community.” Global Green USA works as the American affiliate of Green Cross International, which is a working towards global warming solutions, affordable housing, improving health, assisting schools and communities and promoting green job opportunities.

The Bad

In 2007, Pureology was acquired by the giant beauty conglomerate L’Oréal, which also owns The Body Shop,  Maybelline, Skinceuticals and Urban Decay among its roster of dozens of personal care brands.

Pureology was named in a class-action lawsuit that the company settled. The suit (Richardson, et al. v. L’Oréal USA Inc) alleged that L’Oréal and Pureology, along with several other L’Oréal brands, falsely marketed its shampoo, conditioner and styling products as being available only in specified salons. But the lawsuit claimed that the products are also available in major retail outlets.

Pureology’s “salon-only” selling model is part of its “anti-diversion” commitment to authenticity. By ensuring where each and every bottle is sold, consumers are less likely to purchase knock-offs or diluted products, claims the brand.

L’Oréal denied any wrongdoing, but agreed to settle the suit by removing the “exclusive to salon” claims from its packaging, but the anti-diversion claims still remain on the Pureology website.

The L’Oréal brand has also faced criticism over the company’s founder alleged Nazi sympathy position and anti-Semitic behavior.

The Questionable

While Pureology still maintains its vegan claims, L’Oréal is a suspected animal abuser. After spending years on PETA’s cruelty-free list (L’Oréal signed a Statement of Assurance, declaring an end to all animal testing in 1993), the animal rights group discovered evidence in 2000 that the company had requested animal test data from at least one supplier. L’Oréal is now listed on PETA’s “do test” list.

Pureology’s commitment to offering sulfate-free hair care products may be a benefit to conscious consumers, but the quality seems to have changed since the L’Oréal acquisition. A scroll around the internet and you’ll find customers who have noted that since the buyout, the brand has begun adding water to its formulas—something it traditionally did not do. The products reportedly now also contain alcohol—which fades color-treated hair.

It also uses questionable ingredients including artificial colors, which have been linked to behavior issues in children (when eaten); Butylene Glycol—a petroleum-derived alcohol, which has been shown to cause irritation to the skin, eyes and nasal passages; Cocamidopropylamine Oxide, which is a suspected environmental toxin; Polyquaternium 7 and 11, which the Environmental Working Group classifies as “expected to be toxic or harmful” to humans and poses environmental risks as well; and “fragrances,” which are most usually chemical in nature. One fragrance can contain hundreds of chemicals that companies do not have to disclose because of the proprietary nature of the formulation. Artificial fragrances can cause allergies and skin irritations. They can also contain phthalates, which have been linked to reproductive issues, neurotoxicity, and even cancer. Some of the products (samples received by EcoSalon) contained parabens, but the ingredient lists we found online did not mention them. Parabens are known endocrine disruptors that carry a strong risk of health concerns including breast cancer. They’re also a health risk for wildlife.

If you’re looking for a line of hair care products that do protect color-treatment, Pureology’s use of alcohol and potentially harmful ingredients may be enough of a reason to look elsewhere. And considering there are cleaner hair care products on the market, that may be your purest move.

Keep in touch with Jill on Twitter @jillettinger

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Image: Angel Prado

The post How Pure Are Pureology Hair Care Products? Behind the Label appeared first on EcoSalon.

I recently attended the Ethical Sourcing Forum in NYC to gain a deeper understanding of what big businesses are doing in terms of corporate social responsibility (CSR), particularly as it relates to their supply chain.

During the forum, I participated in panels and workshops with the likes of Wal-Mart, L’Oreal, Hudson Bay Company, Eileen Fisher, Jones Apparel, Ralph Lauren, and Nordstrom to name a few. These are all companies who for many years have been manufacturing goods – some domestically, some overseas, and some use both methods. And when it comes to labor rights and ethical sourcing, most of them don’t have the best track record. We all remember when the curtain was pulled back on Nike in the late “˜90s.

Regardless, I admit there was something special about the event, like witnessing collaborative efforts by activist groups like the Maquila Solidarity Network, and government bodies such as the U.S. Department of Labor working with large corporations to solve their really big problems.

You may have gathered from my writing thus far, that there are some things I feel troubled about. Although my attempt to get closer to the truth around ethical sourcing was not in vain, a whole new set of questions came up for me during the forum.

1. Should I applaud these companies for finally getting around to cleaning up the very messes they created?
2. Do their efforts now absolve them of past actions?
3. Can I (and others) truly forgive and forget their history?

It is clear these companies aren’t doing enough. Not when you consider how much power they actually have to affect real change. On the other hand, they are the first to admit that they can be doing more. They just think this is a good place to start. Do you agree?

I would like to see more discussion around environmental impacts.

Let’s talk about deforestation and pollution, waste, the use of toxic chemicals, destruction of entire ecosystems and communities. When is that conversation going to take place? And what about that third, and lesser known “R” called reduce? Obviously this is not a word or topic of discussion at forums like the ESF, because at the end of the day, these corporations want us to do the exact opposite. They want us to consume more and more of their products.

I remember reading, “You can’t have a sustainable world without a sustainable Wal-Mart”. And while I totally get this statement, I’m not entirely convinced. A big part of me dislikes the fact that the Wal-Mart’s of the world exist in the first place.  But the reality is they do. And unfortunately, millions of people shop there every year.

Images: Mountain Top Removal Mining and kevindooley

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