New York, NY, March 22, 2007 --(PR.com
)-- Just call it the “beauty boom.” As women of the baby boomer generation start to enter their 50s, consumer trends continue to shift. Just as the world of anti-aging skincare has surged over the last several years, now a new, previously untapped beauty category is beginning to grow exponentially – makeup for the over 35 woman.
This growing beauty trend can be seen just about everywhere – from the drugstore to high-end beauty boutiques and home shopping channels. And the forerunner of this movement is a woman who understands the unique cosmetic needs of women over 35, legendary beauty Lauren Hutton.
Long before Hutton introduced her best-selling makeup line, aptly named Lauren Hutton – the first to specifically target women aged 35 and over – she recognized the potential of this overlooked demographic. In fact, in 1984 she was fired from the major cosmetics company that she had modeled for since the early 70s after executives insisted that women over 35 didn’t wear makeup and, therefore, Hutton had outgrown the beauty market. So Hutton left the modeling world...reluctantly.
However, several years later Hutton staged a remarkable comeback at the then unheard of age of 47. But as soon as she got back in front of the camera she experienced firsthand a problem that had plagued women over 35 for years – makeup companies were not making formulas suitable for them. Hutton found that the mica- and pearl- heavy formulas of most makeup brands looked beautiful on 20-something skin but ghastly on skin over 35. In other words, the formulas were just not created for changing, aging skin. So, over the course of the next decade, Hutton set out to create a makeup line for women of her generation.
Today, Lauren Hutton is a full collection of makeup and skincare that is lightweight, sheer and shimmer-free, designed to enhance, not mask, a woman’s beauty. In addition, Hutton dedicates a lot of time to re-educating her consumers on how to apply makeup as they age and encounter new challenges such as fine lines and wrinkles, under eye puffiness and bags, and thinning and sagging skin. In fact, Hutton has created videos and step-by-step guides to demonstrate her techniques and help maturing women in ways that the beauty industry never has before. Her unique and sincere dedication to helping women of this age look and feel their best has resulted in record sales of the brand, which quadrupled between 2004 and 2005 and continues to grow.
The bottom line? Thanks to brands such as Lauren Hutton, aging is more graceful and beautiful than ever.
You can find Lauren Hutton’s Good Stuff makeup (cruelty-free, never tested on animals) at www.laurenhutton.com
Contact: Joanne Chiu
Tractenberg & Co.