The Model in This Skin-Care Ad Looks Like a Teenager, but She’s Actually 45

Japan's Masako Mizutani takes ad gig

Looks can be deceiving. That's certainly true of Masako Mizutani, Japan's so-called "Lady of Eternal Youth," who has resurfaced in an ad campaign for Asahi's Asta line of collagen powder, which contains 12 ingredients to promote young-looking skin.

Mizutani, a 45-year-old mom with a faultless, glowing complexion that could allow her to pass for a teenager, caused a stir in Asia a couple of years ago. Some marveled at her youthful appearance, while others wondered if it was too good be true. Here she is without makeup or lighting effects, looking pretty darn youthful.

This woman has a five-hour daily skin-care regimen. She's earned the right to be wrinkle free. I've got a five-hour daily junk-food regimen. I deserve the face I've got. Though 12 animated fairies join Mizutani in the Asahi ad, it's very restrained by Japanese standards.

Will the campaign fuel fresh debate over the notions of age and beauty in advertising and their impact on society? Perhaps. For me, that stuff gets old after a while.

@DaveGian David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.