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.

Who is today’s 50-something woman? She’s Meryl Streep, award winning actress who at 57 is still a highly sought-after performer. She’s Condoleeza Rice, 50, Secretary of State. She’s Oprah Winfrey, 51, TV personality and successful businesswoman.

She’s not fooled into worshipping the cult of youth nor envious of it. She’s been 20-something, but she’s lived a lot more, learned a lot more. She’s gained wisdom and maturity and she’s not looking back. She’s secure in her sexuality, and knows the power of it. She knows who she is and what she is worth. She’s smart, savvy, confident.

Who is today’s 50-something woman?

She’s you.

Baby Boomers control the world, and women 50something control Baby Boomers.  Interesting isn’t it?  We have power.  Serious power.  Judge Judy agrees that Baby Boomers are in driver’s seat, and they just have to understand how to tap into that power.

 ”Baby Boomers run the world. People who are 55 and over don’t buy a Chevy. Most of the guys driving the little black Porsches have gray hair or no hair.” Baby Boomers have the dough, she explained, but “they don’t know how to exercise this kind of power.” To help empower her generation, the judge is considering launching a “gossipy high end” magazine.
Judge Judy

Apparently Judge Judy is more interested in how Goldie Hawn feels about being a grandmother?  (Is that really possible?  Wasn’t Goldie the bikini-clad icon on Laugh-In in the 60’s?)  Judge Judy may have a point because our age group hold a disproportionate amount of the wealth in this country.  But does that mean we are financially prepared to retire?  We may have clout, but what are we going to do about it?

 Baby Boomers!  You’re Still Relevant - Claim Your Power

Fifty doesn’t look like it used to - at least that is the way it appears to me. True, she isn’t 50 yet. But I don’t think the next 12 to 18 months are going to change her all that much. And Sharon Stone’s remarks are worth reading. She has a unique view on aging and how she views herself.  And it isn’t what you might expect.

Although Stone received some heat for her “skin shots,” in her recent film, she caused more heat than most would expect for someone almost 50. Stone attributes her youthful look to exercise and her two children, both under three.

Supposedly Stone’s newest movie, “Basic Instinct II: Risk Addiction,” is steamier than the original. Time will tell. Viewers can check out the sequel on a DVD rental and judge what the new “almost 50″ looks like.

Sharon Stone Set London Afire