Cosmetic companies are revving up their marketing of makeup to women in their 40s and 50s in a very unique way - they are using spokeswomen and models who are in their 40s and 50s.

In 2004, 66% of all cosmetics were purchased by women over 50. The figures were convincing. The cosmetics companies have realized they must now compete for the over-50 demographic instead of ignoring it while catering only to women in their twenties. Cover Girl has re-hired Christie Brinkley, 52. 60-year-old Diane Keaton is the spokeswoman for L’Oreal’s age-perfect skin products and Sharon Stone, 48 is putting her face in Christian Dior’s skin care product ads.

Okay, so we don’t all look like Christie Brinkley or Sharon Stone, but let’s face it, we know we are not ready to be labeled old. At least the cosmetics companies are recognizing that mature women are not to be ignored and that there are beautiful women of all ages.

“It is brilliant. It is high time that cosmetic companies realized that women still have faces after 40,” says Matt Thornhill, president of the Boomer Project, a consulting and research firm in Richmond, Va.