Madonna is living proof that reinvention is the key to longevity in the pop game.
And Kylie Minogue is also something of a devotee.
After revelling in a wholesome image for most of her career, the diminutive Australian singer is cultivating an edgier persona.
Just two days after her steamy on-stage kiss with singer Ana Matronic at the Glastonbury festival another stunt borrowed from the Material Girl: Miss Minogue, 42, has stepped out covered in tattoos.
But fans of her more clean-cut image will be pleased to know the designs are not real and were created by make-up artists on the set of her latest film, Jack and Diane.
Following her brief appearance at Glastonbury alongside the Scissor Sisters last week, Minogue flew straight in to New York to begin filming.
Sporting bedraggled hair and scruffy clothes, she looked virtually unrecognisable as a pop star.
Minogue made her screen debut in Australian television programme The Sullivans as an 11-year-old in 1979, and made her name during her role AS Charlene in long-running soap Neighbours, between 1986 and 1988.
By then she had begun her pop career and topped the charts with Locomotion, going on to have a string of hits ranging from I Should Be So Lucky to Spinning Around.
Jack and Diane will be her 14th film, the best known of which was Moulin Rouge in 2001. She has just released a new album, Aphrodite, and has been drumming up publicity, posing in a negligee in steamy photos.