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BEAUTY'S IN EYE OF THE BE-OLDER; WOMAN AGED 96 IS FACE OF SOAP GIANTS' ADS.

Byline: By Karen Bale

A WOMAN of 96 is starring in a new advertising campaign for toiletries.

Irene Sinclair was chosen to represent 'real' women in the worldwide promotion for the top-selling Dove range.

Her image has already appeared ona 69ft-tall billboard in New York's Times Square and the first-time model features when the campaign gets under way in the UK this week. Irene said: 'I got involved in this campaign to be an ambassador for older people and to affirm we still have a lot to offer and aren't past it.

'I've never been beautiful in my life but I feel I am beautiful now. It's all about growing older gracefully.'

The north London grandmother was picked out by a casting agency who visited care homes looking for an elderly woman to take part. She appears in the advert dressed in an off-the-shoulder top and silk headscarf next to tick boxes marked 'wrinkled?' and 'wonderful?'.

Dove say the campaign aims to challenge stereotypes of beauty portrayed in the media.

And it follows a campaign when they used curvy models in an effort to challenge the notion that thin equals beautiful.

Irene is among six ordinary women appearing in Dove's new Campaign for Real Beauty. Also chosen was artist Merlin Glozier, 45, from Kentish Town, north London, whose ad has two boxes asking 'grey?' or 'gorgeous?'.

A poster featuring Esther Poyer, 35, a theatre worker from north London, challenges the idea that big breasts are important.

And a heavily freckled Leah Sheehan, 22, also from London, stars in an advert which asks 'flawed' or 'flawless?'.

RECORD VIEW:Page Six

CAPTION(S):

REAL WOMEN: The curvy models; BOLD AGE PENSIONER: Irene, left, was chosen by a casting agency after a visit to her care home. Her ad follows a campaign featuring Merlin, Leah and Esther, asking people to join the beauty debate
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Publication:Daily Record (Glasgow, Scotland)
Date:Jan 4, 2005
Words:311
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