Retouching photos has been a bone of contention, especially over the last few years with the rise of social media.

So when a L’Oreal ad featuring Helen Mirren appeared on our screens, not everyone was convinced about the 69-year-old’s flawless beauty and “glowing natural looks”.

Helen Mirren
(Screen grab from Age Perfect TV Advert from L’Oréal Paris)

The Advertising Standards Authority (ASA) was tasked with investigating complaints on whether post-production techniques had been used to change her appearance – specifically with regards to the lines around her mouth.

The ad in question shows Dame Helen being offered a seat at a bus stop and looking unhappy, before she said: “Ever feel like you go unnoticed?”, and then: “It’s the science I trust to help me look like me. Nourish and indulge your skin, and show those age spots who’s boss.”

A print ad featured an image of Dame Helen under the heading “Age Perfect” and alongside text that said: “Age spots appear reduced. Skin feels nourished with moisture. Complexion looks more radiant.”

The ASA decided to clear the advert after investigation, saying consumers would expect Dame Helen to have been professionally styled and made up for the photo shoot, and to have been photographed and filmed professionally in flattering conditions.

Helen Mirren
On the red carpet – where the light is not so flattering (Charles Sykes/Invision/AP)

“We noted that wrinkles were clearly visible on Ms Mirren’s face in both ads, including across her forehead and around her mouth.

“We considered that the recent press images of Ms Mirren would have reflected a similar degree of professional styling and make-up as the images in the ad, without any post-production amendments, and that her appearance in the ads was comparable to those more candid images.

“We therefore considered that the ads had not altered Ms Mirren’s appearance in a way that would exaggerate the likely effect that could be achieved by consumers’ use of the product, and concluded that the ads were not misleading.”

Helen Mirren
(Age Perfect print Advert from L’Oréal Paris)

L’Oreal supplied the ASA with four images of Dame Helen at recent red carpet events when she had been professionally styled and made up, noting that the lines around her mouth were consistent in both the ads and the red carpet photos.

They also provided a list of the post-production techniques that had been used in the print ad, none of which related to wrinkles or to the skin on her face or neck, and confirmed that no post-production changes were made to Dame Helen’s face in the television ad.

Which can only mean one thing – she really DOES look this good!

Although, people can’t help wonder why she would want to use miracle creams at all.