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All hail the 60-something cosmetics models

From left, Diane Keaton, Charlotte Rampling, and Jessica Lange.
From left, Diane Keaton, Charlotte Rampling, and Jessica Lange.

Designers have always created styles for the mature woman. After all, even the trendiest Ensure drinkers draw the line at wearing crop tops and miniskirts. Women of a certain age want to look tasteful and elegant, and many of them have the money to pay for it.

Now the cosmetics industry has awakened to the fact that middle-age (and older) women buy makeup, too, and that appealing to them might be a wise business decision. What else could explain the flurry of 60-somethings being tapped for glossy new ad campaigns?

Proudly silver-haired actress Diane Keaton, 68, has been repping L’Oreal’s Age Perfect cosmetics for a while now, alongside 55-year-old Andie MacDowell, who pitches hair color for the company. Just last month, François Nars, founder of Nars cosmetics, announced that 68-year-old actress Charlotte Rampling will be the face of the brand. Then came the news that Oscar winner and “American Horror Story” star Jessica Lange (a whippersnapper at just 64) will star in a Marc Jacobs Beauty campaign.

With boomers reaching retirement and some millennials having a difficult time finding their financial footing, it’s no wonder the beauty industry is paying attention to older consumers. And thanks to cosmetic procedures, exercise, and the liberal use of sunscreen, many 60-something women look younger than ever and are happy to show that off. (Google Christie Brinkley and prepare to be stunned.)

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If ’90s supermodels Linda Evangelista (48), Christy Turlington Burns (45), Naomi Campbell (43), and Stephanie Seymour (45) are still slinking down catwalks and scoring major ad campaigns, why shouldn’t their elders? It has always seemed a bit ridiculous to have dewy 16-year-olds selling eye creams that minimize crow’s feet and dark circles.

To those CEOs who’ve decided to hire older women to represent their beauty lines, your shareholders will surely thank you. To the rest of the CEOs out there: Show us more women who’ve actually lived a little, had a few years of late nights and heartbreak. Have Angela Bassett or Helen Mirren wear your products and pose for the camera. Any consumer with an ounce of maturity will take notice.

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