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Kate Winslet’s new partnership will make a difference in girls' lives

A celebrity gossip junky, Caroline Goddard has been writing entertainment news for longer than the world has known Kim Kardashian's name. Follow her on Twitter at @GoddardCaroline.

Femvertising gets a huge boost, thanks to Kate Winslet's recent contract demands

Kate Winslet holds true to her ideals always, and her new makeup ads are no different.

Winslet, who has in the past complained about overuse of Photoshop in ad campaigns and magazine spreads, revealed that her new Lancôme ads will be completely free of retouching, because she had a clause written into her contract with parent company L'Oréal banning the practice.

"I can only ever speak for myself and I can only ever do things that are important to me, and it's a hope that other people might follow suit, but it does feel important to me because I do think we have a responsibility to the younger generation of women," she told E! News at the Elle Women in Hollywood Awards.

"I think they do look to magazines. I think they do look to women who have been successful in their chosen careers and they want people to look up to, and I would always want to be telling the truth about who I am to that generation, because they've got to have strong leaders. We're all responsible for raising strong young women, so these are things that are important to me."

More: Kate Winslet talks motherhood and laughs at her critics

But let's face it: Corporations are, at the end of the day, concerned with the bottom line. Does so-called “femvertising” really work? In a word, yes. A 2014 SheKnows survey showed that 52 percent of women said they bought a product because they liked how the brand presented women, and 43 percent said it made them feel good about buying the brand. On the flip side, only 25 percent said they would continue using a product if they didn't like how its ads portrayed women.

"I'd like to see less Photoshopping of images so that young women and girls know what real women look like and have a realistic sense of beauty," one respondent said — which is exactly Winslet's point.

The actress has been campaigning for a realistic view of beauty for years. Back in 2009, she told Harper's Bazaar that she often asks magazines to reverse any retouching they've done before they go to press.

"I have wrinkles here, which are very evident," she said. "And I will particularly say when I look at movie posters, 'You guys have airbrushed my forehead. Please can you change it back?' I'd rather be the woman they're saying 'She's looking older' about than 'She's looking stoned.'"

Here is what Winslet really looks like, crows' feet and all: like a stunningly beautiful woman who has lived.

Naturally gorgeous at any age!

More: Kate Winslet: My barf will go on

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