Too old (and too pricey): Rose Byrne dumped by Oroton in favour of ‘younger influencers’

HIGH-end accessory brand Oroton will sever ties with 37-year-old Aussie actor Rose Byrne as they take their company in a new direction.

HIGH-end accessory brand Oroton will sever ties with 37-year-old Aussie actor Rose Byrne as they take their company in a new direction.

Oroton, who yesterday announced disappointing half-year earnings, have said they will replace Byrne with “younger influencers”.

The move is sure to save the company serious dollars, with Oroton confirming they would be paying their new ambassadors a much lesser fee.

Rose Byrne’s face beams out today from a store in Sydney. advertising the Oroton range. Picture: AAP

An Oroton spokeswoman said the company was not renewing Ms Byrne’s three-year contract, which has come to an end.

She said there would be various “younger influencers” but declined to give any names.

“Typically, an influencer will not cost as much as a major globally known actor,” she said.

Chic Model Management director Kathy Ward said many companies had gone down a similar path, opting for influencers over famous faces.

When Rose Byrne was signed as the face of Oroton, the brand praised her as being “effortlessly stylish, feminine, intelligent and a natural beauty”. Picture: Don Arnold/WireImage

Her upmarket image was seen as a “perfect fit” for Oroton’s luxury accessories.

“It has been a trend over last year years, brands are changing their overall marketing strategies and influences have become part of that mix,” Ward said.

“I would imagine it would cost a lot less for an influencer than established face.

“We have an influencers department and Chic blogger management — they have been very successful.”

Byrne, who has a one-year-old son Rocco, was first signed to Oroton in 2014.

“Rose is the perfect fit,” Oroton creative director Ana Maria Escober told Vogue magazine at the time.

Rose Byrne still looking pretty glam at 37 arriving for Tropfest in February. Picture: Cassandra Hannagan

“She’s effortlessly stylish, feminine, intelligent and a natural beauty.

“We couldn’t ask for a better match.”

Oroton’s net profit plunged 52 per cent to $1.8 million as revenue dropped 10 per cent in the six months to January 28.

The company also reported an 11 per cent fall in like-for-like sales due to its shift away from women’s apparel, shoes and lingerie, lower sales at its factory outlets and a decline in sales at its seven GAP stores.

Shares in Oroton were down 1.3 per cent, or two cents, at $1.52 at 1050 AEDT on Wednesday.

The X-Men star was back in Sydney with 11-month-old son Rocco in January while filming the blockbuster movie Peter Rabbit.