The beauty industry thinks we’re hot and for a very good reason. Women 50-plus are helping them make billions of dollars and firm up a saggy economy with every de-aging product and procedure possible. But when it comes to beauty trends they get amnesia. For example, we honestly don’t need cat-eye liner, matte lips, techno-glitter shadows, nail art, dip dyed hair, fishtail braids and big messy topknots. Fortunately, some trends have a more diverse appeal. We’ll take these five for starters:
WALK-IN, BLOW-DRY-ONLY SALONS. As queens of instant gratification, nothing makes us happier than a fabulous quickie pro blow-out for less. Some of us are in love with this in-and-out in, 30/40 minutes for $30/$40 deal — it’s our new “affordable luxury.” Certainly those with long, frizz-prone, difficult hair and stressed-out lives are relieved. The no-cut, no-color menu of styling options is offered at local indie mini-salons and chains all across the country. Don’t miss the original DryBars with their mimosas and lattes if you live in a major city.
COLOR OF THE MINUTE. The easiest way to look contemporary is to wear the hottest hue. Every year the Pantone Institute and its fashion flock of followers decree a color of the year. 2013 is emerald green. If you’re 50-plus, you know nothing sucks the glow out of aging skin more than green. Still, you can trend up in a small dose of color quickly with nail color — especially toes. I’d tweak the emerald and go for a chartreuse-y shade of yellow-green or a deep hunter green for an edgy change. Try: L’ Oreal Paris Colour Riche Nail in New Money ($5.99, lorealparisusa.com) or Butter London British Racing Green.
MADE IN THE U.S.A. Global beauty brands are super, too, but some American brands have the best everyday basics, such as lip balm, tweezers and bubble bath. Try: Smith’s Rosebud Salve ($6, sephora.com), Tweezerman Slant Tweezer ($22, tweezerman.com) and Bath and Body Works Signature Collection Bubble Bath ($12 each, bathandbodyworks.com).
ANTI-AGING HAIR FIXES. No these are not the same old products repackaged as a marketing gimmick. Nexxus, Pantene and Alterna are taking our thinning, breakage prone, dry locks seriously with a new category that goes beyond volume and moisture. They’re also using some of our fave skin-de-aging ingredients, such as niacinamide, omega 3, caffeine, panthenol and essential fatty acids in silky formulas. These look and feel like luxury face serums and creams but make your hair look Red Carpet ready. Try: Nexxus Youth Renewal Rejuvenating Elixir ($17.99, ulta.com), Pantene Pro-V Expert Age Defy Advanced Thickening Treatment ($19.99, cvs.com) and Alterna Caviar Anti-Aging Overnight Hair Rescue ($38,sephora.com).
EXOTIC FACE OIL. Argan oil — rich in vitamin E — was used for centuries in Morocco as a soother/healer for face, hair and body. Then after the success of shea butter, argan oil became the “it” ingredient on everyone’s most-wanted list. Now the oils have turned to de-aging skin care in argan and essential oil blends that treat parched, dry skin, wrinkles and fine lines. Light and non-greasy (surprise!), these treatments soften and nourish but maintain their multi-tasking skills. Apply an oil solo, under a cream or mix a tiny dab with foundation for extra glide and radiance. Try: L’ Oreal Paris Age Perfect Glow Renewal Facial Oil ($24.99,lorealparisusa.com) and Caudalie Divine Oil ($49, sephora.com).
So let’s stay selective and let our dollars talk! The beauty industry is listening and watching.
For more beauty & style tips for women 50-plus, see my book The Wardrobe Wakeup, Your Guide to Looking Fabulous at Any Age by Lois Joy Johnson ($17.05, amazon.com).
Also of Interest
- Get the Look: Tribal Jewelry
- Dazzle on Date Night: Flirty Styles for Any Age
- Join AARP: Savings, resources and news for your well-being
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