Aging Gracefully

Posted: June 20, 2006

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Revlon, in response to the growing baby boomer population, launched its largest campaign in nearly a decade, Vital Radiance. Aimed at women ages 50 and above, the cosmetics company has researched the problems in cosmetics and skin care for aging women to deliver a line specifically geared toward them. The cosmetics line incorporates hydrating ingredients to treat skin. In addition, a varying color palette also is offered, which according to the company, is more suited for aging skin. The new cosmetics line also has used clear, bold writing on their products to reduce eye strain.

Joining the cosmetic market for older women in fall 2006 will be L’Oréal Paris with Age Perfect. Represented by Diane Keaton, the new makeup line reportedly will address three major concerns for aging women: elasticity, age spots and wrinkles. In addition to calcium microspheres, the makeup line also contains dermo peptides, marine collagen, hyaluronic acid and mulberry and scutelleria extracts.

Older women no longer will have to struggle with cosmetics made for teenage girls. The industry has taken notice of the baby boomer market and has answered with lines geared toward making aging women look great, ensuring that they will never again be left in the shadows.

-Katie Schaefer, C&T magazine