Former Australian of the Year, Rosie Batty, has joined forces with luxury skincare brand Lancôme for an anti-domestic violence campaign.

The historic French brand usually promotes its products with big Hollywood names such as Penelopé Cruz and Kate Winslet.

Ms Batty was abused by her ex-partner Greg Anderson, who murdered their 11-year-old son Luke in 2014.

In the years since, she has become the public face of domestic violence in Australia, campaigning tirelessly to raise awareness of the issue and prompt policy change.

She will appear in a number of short films which describe living in terror for over a decade, plus her achievements in the two years since.

The campaign praises 54-year-old Ms Batty’s achievements since the tragedy, under the tagline: “It’s never too early, too late to be all you can be”.

See Rosie Batty in the campaign below:

https://www.youtube.com/watch?v=osJahofgpb0

‘Love Your Age’

Aged 52 when her son was murdered, Ms Batty has since dedicated her life to provoking change in Australian family law and culture.

Her campaign started the morning after Luke’s murder, with Ms Batty calling out the stigma around domestic violence.

“I want to tell everybody that family violence happens to everybody, no matter how nice your house is, how intelligent you are,” she said.

“It happens to anyone and everyone.”

In 2015 – the same year she was instrumental in the establishment of a Royal Commission into Family Violence – Ms Batty was named Australian of the Year.

Rosie Batty has been on the promotional speaking circuit since 2014. Photo: Getty

The Lancôme campaign aims to empower women of all ages by heralding Ms Batty’s achievements.

“I have never thought age is my barrier and I realise there are no limits,” she said in a statement.

“Lancôme is a brand dedicated to women with a clear promise to make women’s lives happier.”

Challenge the norm

“The norm says at 50 you’re too old to feel accomplished,” advocates the Lancôme video, which has been viewed over one million times.

Now 95, Joyce Carpati has shown no signs of slowing down. Photo: Karen Walker

“At 54 Rosie was cited by Fortune magazine as the 33rd most influential leader in the world.”

The campaign is the latest in a trend which looks to promote the worth of older women in spheres traditionally dominated by the super-youthful.

Renegade New Zealand designer Karen Walker stirred up the fashion world in 2013 when she featured the women from the documentary Advanced Style – which promoted the incredible fashion lives of older women in New York – in her sunglasses campaign.

The models included outlandish 91-year-old artist Ilona Royce Smithkin and 83-year-old opera singer Joyce Carpati.

And just days ago, 64-year-old model Jacalyn O’Shaughnessy was one of a number of older models to walk the New York Fashion Week runway.

“There is a world of women out there,” designers Ramon Martin and Ryan Lobo told New York Magazine of the bold move.