Thandie Newton fronts RoC's '‘For Your Age' campaign

Thandie Newton is teaming up with RoC Skincare to shine the spotlight on the problem of ageism.

The "Westworld" actress is fronting a new social media campaign for the beauty brand, called ‘For Your Age.' The initiative takes its name from a new nationwide survey by Wakefield Research, which found that 82% of women over 40 years old have been given the dubious compliment "You look great for your age" over the past year. More than 60% of women over 40 admitted to altering their behavior after being told their actions were not "age-appropriate," leading 87% to the contradictory conclusion that while society expects women to act their age, it also dictates that they should look younger than they are.

"It's natural for society to organize people into categories, which only leads to being told how we should look and feel," said Newton,45, in a statement. "But the reality is age shouldn't be a barrier to asserting our emerging uniqueness as women. The fun is figuring out who our best self is, loving the journey and fearlessly progressing toward the destination."

The campaign, which marks the 60th anniversary of RoC Skincare, aims to draw attention to the potentially negative language and phrasing commonly used in reference to age, by encouraging users to share examples of backhanded age-related compliments they have received using the hashtag #ForYourAge.

RoC is not the only cosmetics brand attempting to tackle the problem of ageism within the beauty industry. Makeup brand CoverGirl unveiled 69-year-old model Maye Musk as its latest ambassador back in September, while L'Oreal Paris' October fashion week saw brand ambassador Dame Helen Mirren, 72, and Jane Fonda, 79, take to the catwalk in the French capital.