Would you tell? Lancome brings four of its famous faces together to celebrate beauty without age limits

Age is a dirty word in Hollywood. An industry that idolises youth, it's become more common to see botoxed, filled and lasered faces than women embracing their natural beauty. Which is why Lancôme's new campaign is all the more liberating - and worthy of celebrating.

Titled #LoveYourAge, the campaign features Penelope Cruz, Kate Winslet, Lily Collins and Lupita Nyong'O describing what beauty means to them - and revealing their ages to the world. Curious? Watch the below video to find out.

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The campaign coincides with the release of one of the biggest anti-ageing beauty products of 2015: the Advanced Genifique Youth Activating Concentrate. An update on the original Genifique, which became the go-to for millions of women globally and rose to cult status in just three short years, Advanced Genifique is the result of 14 years of ground-breaking research, nine patents and a second-generation 'multi-omics' approach that has been proven to repair, restore and promote radiance for all skin types and ages.

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As part of the campaign, Lancôme are encouraging women the world over to share their age with the world on social media using #loveyourage. Need more of an incentive than solidarity with the sisterhood to go public? Each week one winner will receive an Advanced Genifique gift pack. Visit loveyourage.com.au to find out more.

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