Recent history of cosmetics lines for “older” women is strange, to say the least. Maybelline had its Revitalizing line of cosmetics in the 1990s, represented first by Rosie Vela, then by 30-something Paulina Porizkova (after her contract with Estee Lauder ended in 1993), before it discontinued the line. That was a shame, as the Maybelline Revitalizing line had some silky-smooth matte eyeshadows and subtle blushes.
Today, the market is brimming over with skin care for women over 50 – witness Olay’s Regenerist and L’Oreal’s RevitaLift lines. Cover Girl has recalled its long-time model Christie Brinkley to promote its Advanced Radiance Age-Defying Makeup (note, however, Christie’s hand is always covering her neck – if you’ve seen the Total Gym ads she does with Chuck Norris, you know why).
Revlon has launched a complete cosmetics line called Vital Radiance, targeted at women 50 and over. It’s too tempting to call this makeup for the AARP set (although I’m only a few years shy of that time when I’ll get my invitation to join AARP). Also, brand names that include “vital” and “radiance” for older women are beginning to sound hackneyed.
The foundation is more highly pigmented than others to compensate for loss of color in the complexion. I’ll leave it to a real makeup expert, but I question the wisdom of this approach. It seems to me that color should come from a judicious application of blush in a flattering shade.
Eye shadow trios come into soft colors. Mousse shadow contain shimmer, and I questions why Revlon put shimmer into eye shadow intended for women over 50. Consumers will find the price of Vital Radiance rather high, especially for a mass market brand: one small pot of Vital Radiance EasyBlending Mousse Eye Shadow costs $14.50, while Maybelline’s new Dream Mousse Eye Shadow (an extension of its Dream Mousse line, costs less than half that price.
The Style Page especially liked Vital Radiance Smoothing Eye Primer. This product does indeed smooth the eye area and provide coverage as a base for eyeshadow and contains no shimmer. Some consumers might object to the peachy shade.