LOS ANGELES, Aug 7, 2006/ FW/ --- It’s official, baby boomers refuse to grow old. Diane Keaton, a baby boomer herself and an icon for her generation is spearheading the fight against aging with L’Oreal Age Perfect.

As the spokesperson for L’Oreal Age Perfect, Diane Keaton shares skincare wisdom in the new ads that breaks this September in the U.S.

Keaton's first-ever beauty ads, for L'Oreal Paris Age Perfect Pro-Calcium Restorative Hydrating Cream and Age Perfect Skin Supporting & Hydrating Makeup, features the Academy Award winning actress in her signature white pantsuit.

Shot in the neutral-toned living room of a Pacific Palisades home, the 60-year-old Keaton speaks directly to the viewer, sharing that she believes in aging authentically, takes calcium every day and uses L'Oreal's new Age Perfect Pro-Calcium Moisturizer to make her skin resilient, more toned and redensified.

"I feel extremely lucky to be a part of this L'Oreal family of strong, intelligent women," said Keaton in an on-set interview. "I like the idea of women being empowered and I also feel that we are 'worth it' -- of course we're worth it!"

The L'Oreal Paris ad campaign starring Diane Keaton will break in September issues of AARP, The Oprah Magazine, Town and Country, Departures, Prevention, Good Housekeeping and Ladies Home Journal.