Illamasqua: where beauty has no age limits

Those gorgeous people at British beauty brand Illamasqua have been hard at work finding older models for their new campaign. The Generation Q range celebrates all ages, and launches September 6, with a fabulous selection of adverts featuring the brand's Beauty Before Age competition winners. One of the campaign's stars, Evelyn (above & below) was scouted by the Illamasqua beauty team in a Manchester store. After meeting her the other night, I can see why. She's beautiful and charming and up close, her skin is amazing. Ari Seth Cohen would swoon. I asked Evelyn how she felt about being an older model, 'It was a terrific shock at first, adverts always feature very young girls - so even though brands cater for us older girls, they don't show us,' the 72-year-old commented, 'Most of my friends don't wear make-up, so it can sometimes feel like you're going over the top - but after this experience, I just don't care. I like what the make-up artist has done so much, I'm going to keep it on for days!'

Behind the scenes. Evelyn and her daughter Kate (standing to the right).

Talking about the initiative, creative director Alex Box said,' It's important to show all ages. To be inclusive. These are people who've loved make-up all their lives, that doesn't just stop when you reach a certain age. We wanted something that would look fantastic on 77-year-old skin and on 17-year-old skin.' And, beauty newsflash: readers, this range includes shimmer. Often deemed a no-no for women of a certain age, Generation Q products - including the new Gleam Cream highlighter that Evelyn's wearing in the photos - are 'light reflective, not age reflective'. Illamasqua are putting the shine back into grown-up make-up, and 'standing against the industry rule of wearing matt products and concealing your real identity under a sea of beige.'

If it makes my skin look like this, I'm all for it. Though I think I'll pop along to the Illamasqua Beauty School Drop -In to find out how to apply my make-up properly first:

Evelyn's campaign shot.

So, forget what you've previously been told. Shimmer rules. OK.