Top Makeup Tips For Baby Boomer Women


I discovered when writing this story that I am not a true Baby Boomer but a mere copycat trailing in the wake … a Generation Jones.

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Who and what?! Had never heard of such a thing. I spend much time writing about Gens X, Y and Z. But Jones?

I looked further into this via (um), Wikipedia: “Generation Jones is a term coined by the author Jonathan Pontell to describe those born from approximately 1954 to 1965, while other sources place the start point at 1956 or 1957.

“This group is essentially the latter half of the Baby Boomers to the first years of Generation X.

“The name Generation Jones has several connotations, including a large anonymous generation, a `keeping up with the Joneses’ competitiveness and the slang word “jones” or “jonesing”, meaning a yearning or craving.”

All this is by the wayside, and nevertheless there’s a whole lot of us, whether the first wave Boomers or Gen Jones.

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Cindy Joseph (pictured top), a 64-year-old top American makeup artist – who became a supermodel at 49 – has specialised in catering to the makeup savvy of Baby Boomer women.

Let’s face it, literally – this is something all salons, spas and clinics could benefit from. Catering to the BB woman is a very lucrative industry with the ageing and relatively cashed-up Western populations.

Cindy has created her own multitasking organic natural makeup line, Boom!, on the back of her status and decrees (although she would hardly be the first one to utter these words of wisdom): “Less is more as women age”.

Here are her 5 top makeup tips for Baby Boomer women (this editor can’t say she agrees with every point, but it’s all  good stuff!):

  1. Use cream, not powder-based cosmetics on the face. Powder adds texture to skin that already has developed texture.
  2. Find a tone of lipstick that matches your inner lip or gums.
  3. Don’t recreate the brows you had in your 20s. Women older than 50 tend to lose definition in their eyebrows. Just go with that.
  4. Do not wear any eye shadow at all (Editor’s note: This is where I demur!). Especially no contour in the crease because it gives the appearance of deepening the crease. A little bit of mascara is okay (wow, thanks).
  5. Tinted moisturisers don’t work (I demur #2). If you’re going to use a foundation to even out skin tone, find one that gives coverage but doesn’t add texture. Be willing to spend money on a foundation and take your time to experiment and find the exact right shade. Matching your skin tone exactly is critical.

“The whole idea of less is more, that women shouldn’t be slaves to dozens of makeup products, is what I really believe in,” says Cindy.

Jen Aniston urges not to “over-product”

“[Her line] Boom! is the sound of a revolution in cosmetics. Cosmetic companies are constantly adding products; I’m taking away. Mine is the only company that is pro-ageing, not anti-ageing.

“Jennifer Aniston believes in not overdoing it on the makeup. When asked by [US] Self magazine what is in her purse when she leaves for the day, she said:

`Boomstick Color: It’s an all-in-one stain for eyes, cheeks and lips that’s so much fun. There is this pressure in Hollywood to be ageless [but]  age is kind of awesome. Don’t over-product — that’s the thing.’

In 1999, at the age of 49, Cindy was approached on the street by a casting agent to model for Dolce and Gabbana photographed by renowned photographer Steven Meisel.

That ignited her modelling career with Ford Models Inc., which continues to flourish today.

She now works in front of the camera for many of the same clients and magazines she had during her makeup artist career.

Her face has been used in beauty campaigns for Garnier, Olay, Elizabeth Arden and Aveda to name a few.

She has modelled for fashion clients such as Macy’s, Sundance, Bloomingdales, Target, J.Jill, Ann Taylor, Liz Claiborne, Anthropologie, Banana Republic and  J. Crew.

Her face has graced covers and pages of magazine brands like Oprah, More, Glamour, Mademoiselle, Real Simple and Marie Claire.


By Jenni Gilbert

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