Back in October this year, Dior revealed Cara Delevingne as the face of its new skincare range, Capture Youth.
Of course, Delevingne's appeal is vast and great, but it did beg the question of why a 25-year-old would be the person of choice to promote an anti-ageing line designed for women in their 30s?
Well, their first campaign serves to demonstrate the answer, with the model and actress presenting their 'womanifesto'.
Having revealed that the products are positioned as anticipating the signs of ageing – i.e before they physically appear – Delevingne feels representative of a generation of strong, determined young woman (with great skin, naturally).
True to form, she delivers their 'here and now' values via some short videos.
Inspired by predictive medicine, the skincare programme has five serums (Plump Filler, Glow Booster, Lift Sculptor, Matte Maximizer and Redness Soother), plus an Age-Delay Advanced Creme in the line-up.
Watch out for their launch on 17 January.