Keaton will appear in print and television ads for a new formula of L'Oreal anti-aging creams. She isn't the exception but, increasingly, the rule for beauty companies hoping to interest aging baby boomers in specialized cosmetics and skin-care products that promise to reduce fine lines, fade age spots or prevent lipstick from feathering into creases.
Now there are makeup brushes designed to fit under eyeglasses, eye shadows with package type large enough to be easily read, foundations that reflect light from wrinkles, and a "Face Primer" that does what paint primer does: covers the uneven stuff underneath in preparation for a flawless finish.
The pitchwomen aren't the same young faces, either. This spring, Sharon Stone, 48, began appearing in a campaign for Christian Dior's Capture Totale, a $125 serum and $115 cream that claim to reverse such signs of aging as wrinkles, dark spots and sagging. Catherine Deneuve, 62, was chosen in January as the third "beauty icon" for MAC Cosmetics, joining Liza Minnelli, 60, and Diana Ross, 62. All three inspired cosmetics collections that became hot sellers, right down to "Minnelli" false eyelashes.
By fall, MAC will debut national ads for its Viva Glam lipstick that star "a 60-year-old woman," says John Demsey, president of the company, whose ads have previously starred RuPaul and Pamela Anderson. The golden girl of the '70s, model Christie Brinkley, 52, was brought out of retirement by CoverGirl to be the face of Advanced Radiance Age-Defying cosmetics. And Dayle Haddon, a 57-year-old onetime top model, appears in ads for L'Oreal's Age Perfect creams designed for those 50-plus. Twenty years ago, Haddon was told she was "over the hill" as a model.
"The industry just said I would never work again," Haddon says. "I felt that they were wrong, that I was just at the beginning of my life, but they said that it was%2
June 3, 2006
USA: Cosmetics Firms Try a New Wrinkle in Ads
LOS ANGELES (LA Times), June 3, 2006:
This summer, 60-year-old actress Diane Keaton will be smiling back at you from an ad campaign, but not one for Geritol, life insurance or other artifacts of life beyond the sixth decade. She'll be the new face of a skin-care campaign for L'Oreal Paris, which selected the film star to portray a new view of beauty — a wrinkled one.
Keaton will appear in print and television ads for a new formula of L'Oreal anti-aging creams. She isn't the exception but, increasingly, the rule for beauty companies hoping to interest aging baby boomers in specialized cosmetics and skin-care products that promise to reduce fine lines, fade age spots or prevent lipstick from feathering into creases.
Now there are makeup brushes designed to fit under eyeglasses, eye shadows with package type large enough to be easily read, foundations that reflect light from wrinkles, and a "Face Primer" that does what paint primer does: covers the uneven stuff underneath in preparation for a flawless finish.
The pitchwomen aren't the same young faces, either. This spring, Sharon Stone, 48, began appearing in a campaign for Christian Dior's Capture Totale, a $125 serum and $115 cream that claim to reverse such signs of aging as wrinkles, dark spots and sagging. Catherine Deneuve, 62, was chosen in January as the third "beauty icon" for MAC Cosmetics, joining Liza Minnelli, 60, and Diana Ross, 62. All three inspired cosmetics collections that became hot sellers, right down to "Minnelli" false eyelashes.
By fall, MAC will debut national ads for its Viva Glam lipstick that star "a 60-year-old woman," says John Demsey, president of the company, whose ads have previously starred RuPaul and Pamela Anderson. The golden girl of the '70s, model Christie Brinkley, 52, was brought out of retirement by CoverGirl to be the face of Advanced Radiance Age-Defying cosmetics. And Dayle Haddon, a 57-year-old onetime top model, appears in ads for L'Oreal's Age Perfect creams designed for those 50-plus. Twenty years ago, Haddon was told she was "over the hill" as a model.
"The industry just said I would never work again," Haddon says. "I felt that they were wrong, that I was just at the beginning of my life, but they said that it was%2
Keaton will appear in print and television ads for a new formula of L'Oreal anti-aging creams. She isn't the exception but, increasingly, the rule for beauty companies hoping to interest aging baby boomers in specialized cosmetics and skin-care products that promise to reduce fine lines, fade age spots or prevent lipstick from feathering into creases.
Now there are makeup brushes designed to fit under eyeglasses, eye shadows with package type large enough to be easily read, foundations that reflect light from wrinkles, and a "Face Primer" that does what paint primer does: covers the uneven stuff underneath in preparation for a flawless finish.
The pitchwomen aren't the same young faces, either. This spring, Sharon Stone, 48, began appearing in a campaign for Christian Dior's Capture Totale, a $125 serum and $115 cream that claim to reverse such signs of aging as wrinkles, dark spots and sagging. Catherine Deneuve, 62, was chosen in January as the third "beauty icon" for MAC Cosmetics, joining Liza Minnelli, 60, and Diana Ross, 62. All three inspired cosmetics collections that became hot sellers, right down to "Minnelli" false eyelashes.
By fall, MAC will debut national ads for its Viva Glam lipstick that star "a 60-year-old woman," says John Demsey, president of the company, whose ads have previously starred RuPaul and Pamela Anderson. The golden girl of the '70s, model Christie Brinkley, 52, was brought out of retirement by CoverGirl to be the face of Advanced Radiance Age-Defying cosmetics. And Dayle Haddon, a 57-year-old onetime top model, appears in ads for L'Oreal's Age Perfect creams designed for those 50-plus. Twenty years ago, Haddon was told she was "over the hill" as a model.
"The industry just said I would never work again," Haddon says. "I felt that they were wrong, that I was just at the beginning of my life, but they said that it was%2
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