Helen Mirren Samples Playful Pink Hair at Cannes Film Festival

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Helen Mirren at the Cannes Film Festival.

The 73-year-old actress debuted bubblegum pink hair with a rose-gold Elie Saab Couture gown at the Cannes Film Festival.

On Saturday, May 18, Dame Helen Mirren, 73, emerged from Cannes’ Hotel Martinez en route to the Palais des Festivals with a new vibrant hair color: bubblegum pink. The hair, coiffed by Stephane Lancien, coordinated seamlessly with her rose-gold Elie Saab gown and pops of pink makeup, courtesy of pro Val Garland.

Mirren, who fronts for L’Oreal Paris skin care, joined other spokespeople — Amber Heard, Elle Fanning and Eva Longoria among them — in Cannes to promote the brand on the world’s most glamorous stage. (L’Oreal has been one of the festival’s main sponsors for the past 22 years.) So what product is Mirren currently promoting? The pink-hued Age Perfect Rosy Tone line, of course.

The pastel hair was short-lived, however. Earlier Saturday, the Brit actress was photographed walking along La Croisette (with a cup of tea in a teacup, no less) sporting her usual silvery-blonde crop before the Les Plus Belles Annees d’Une Vie premiere later that day where she debuted the pink locks. And by the next day, it was washed out.

This isn’t Mirren’s first time sampling pink. She arrived at the 2013 BAFTA awards sporting a cotton candy hue. (She was up for best leading actress for Hitchcock; the award went to Emmanuelle Riva for Amour.) At the time, she said it was on a whim after seeing America’s Next Top Model winner Sophie Sumner’s rosy tresses. “I just thought it would be fun,” she said.