Elizabeth Hurley, 54, poses in a bikini in poolside snap

Who needs models when you truly are your own best advertising?

Elizabeth Hurley took a break from promoting her new role in Marvel’s Runaways to push her own line of beachwear in a stunning Instagram pic.

The 54-year-old actress posed poolside in a navy and white striped Marseille bikini to draw attention to her current swimwear sale. Not surprisingly, the ploy worked.

While it remains to be seen if shoppers responded by snapping up their own discounted two-pieces, they certainly were impressed with the English beauty’s trim figure. (The star recently admitted to Andy Cohen that she doesn’t work out, quipping, “sorry.”)

“Just like a fine wine ... gets better with age,” read one comment, while others called her a “goddess.”

“You really are the most beautiful woman!” wrote an admirer.

“My God. I think that movie where she was the devil [Bedazzled] is real. Otherwise how is she not aging?” one fan speculated.

“This is goals even at my age,” a young commenter added.

And while Hurley urged her followers to splash out on a “Christmas treat” with her swimwear sale, many responded that her sexy photo was the real present. Guess that means Santa’s work is done?

Words by Erin Donnelly

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