Hair care brand White Hot has appointed six new models with a collective age of 340.
The eldest Jo Cameron turns 71 in February, while 41-year-old Roisin O’Connor is the youngest.
The women, all customers of White Hair, were selected to represent the spectrums of age, hair style and shades of grey and white hair among the public.
White Hot founder and MD Jayne Mayled said: “For too long modelling has been viewed as the domain for the young: but for us, its all about being relevant - we’re all getting older, but our customers tell us they’re often ignored or unrepresented in advertising.
“So this gave our customers the chance to have a go at something new and showcase the upbeat nature of White Hot.”
Cameron added: “The shoot was an amazing experience in its own right and to now think my pictures will be on the front page of the White Hot website is just an incredible feeling.”
None of the women had any previous modelling experience and work in other fields.
The other women include: Thalia Demetriades (57), Carol Maud (66), Vanessa McKendrick (55) and Sue Murely (52).
