Oscar winner and L'Oreal brand ambassador Dame Helen Mirren may have inadvertently damaged the cosmetics giant after commenting at a L'Oreal panel in the South of France that using moisturiser “probably does f--- all”.

Despite being the face of L’Oreal’s ‘Age Perfect’ moisturiser range, she said that while the product probably does not make a difference to her skin, using it makes her "feel better".

She said: “I’m an eternal optimist - I know that when I put my moisturiser on it probably does f--- all, but it just makes me feel better. I’ve always said to L’Oreal as well that I will only do what makes me feel better.”