Cindy Joseph has appeared in ads for Garnier, Nivea, Elizabeth Arden, and Aveda and in the catalogs of Macy’s, Bloomingdales, and Banana Republic. Her modeling career was launched 13 years ago when — in a typical cliche — she was stopped on a New York street by a photographer asking whether she wanted to pose for Dolce & Gabbana.

But Joseph was 48 at the time and, having just lopped off the last of her dyed brown locks, was sporting a head full of silver hair. “Don’t call it gray,” she said in a phone interview.
“I prefer silver since it’s valuable; it’s a beautiful badge of age.” A lot of baby boomers are feeling the same way these days as they shun clothes and products marketed to 20-somethings. Many want to see more glamorous versions of themselves in clothing, cosmetics, and jewelry ads, and manufacturers are beginning to comply.

American Apparel announced this month that it is hiring a “seasoned” model named Jacky — who has gray hair, frown lines, and loose neck skin — as the face of its new ad campaign.

“There was something so compelling about Jacky’s look and energy when we spotted her in a New York restaurant this winter that we introduced ourselves and pulled up a chair,” said the company on its Facebook page.