L’Oreal Paris has come out with a new serum foundation; Age Perfect. Most models shown in ads are in their teens or twenties and women in a older age brackets have different skin needs. Aging might still be a taboo subject, but companies are becoming more aware and inclusive which lets females purchase foundations, powders and makeup which are better suited for mature skin. Age Foundation shows Viola Davis and Helen Mirren, in a nature setting, smiling as if they are in a moment of contentment. The slogan; “Finally, A Makeup Just For Us.. because we are worth it.” Self esteem is a focus as well as the product which comes in 30 shades. The product enhances skin tone without settling into lines. The foundation is radiant, lightweight, infused with a hydrating serum, vitamin B3 and SPF 50. It is packaged in a tube which seems easy to use and carry. The tube has a block of color which illustrates the shade one might chose to blend in with your natural skin tone. Age Perfect has a creamy powder foundation with a ceramide anti-oxidant complex in a hydrating powder. It smoothes and blurs pores and lines. It is available in 16 shades. The tag line reads: new creamy powder foundation, infused with caring ingredients. Viola Davis is smiling, with a made up face and wearing a taupe colored top. Two swatches of contrasting light and darker powder foundation are illustrated in the ad. The new Age Perfect collection features a magnifying mascara too. It is infused with conditioning serum and jojoba oil made for sensitive eyes. The Age Perfect name is written on the mascara tube in gold letters with a gold cap, the rest has black lettering on a white background. Helen Mirren poses for the mascara ad, her blue eyes, enhanced by the mascara. Mirren is wearing a black hat and noir colored blouse with modern gold earrings. Another coverage option with Age Perfect, the new radiant serum foundation. The ad is of a gold and white tube with the color number 45 or golden vanilla. It evens the tone, is lightweight and does not settle into lines. It is infused with vitamin B3, SPF 50 and a hydrating serum. The Age Perfect line addresses skin care with a rosy tone moisturizer containing imperial peony extract and LHA. The ad reads; “skincare made just for us”, written in black with some rose colored lettering and pink color blocking. It is a daily moisturizer which claims to give an instant rosy glow. It reveals new cells and reactivates radiance, for younger looking skin. Model and 90’s movie actress from “Sex, Lies and Videotape” and “Four Weddings and a Funeral”, Andie Macdowell, smiles with a glimmering sheen. She wears a soft peony blush, light pink lipstick and matching rose colored jacket. The bottle illustrates the pink cream and packaging with its rose hue and gold top. Age Perfect: Rosy Tone’s jar has bold black lettering and looks creamy, appearing as a bowl of strawberry mousse. A new Age Perfect luminous hydrating lipstick bolsters ones smile, adds color and compliments an outfit. Helen Mirren models the lipstick’s bold red shade which contains a nourishing serum and pro-vitamin B5 for 9HR hydration. The ad states it does not feather and it comes in ten colors. In the ad, a white and gold tube with pointed red lipstick, emerges with a white balm on the tip. Mirren, wears a red power suit with her hands on her hips, showing off the scarlet shade. Age Perfect has an eye serum and cream as well as a honey saturated face cream. Another cosmetics line for “mature females” is Simply Ageless by Cover Girl. The commercials and print ads star, soon to turn 72 years old, Maye Musk. Musk is an entrepreneur, dietician, model and author of “A Woman Makes a Plan”. Her busiest role has been a mother to three, one of her sons, Elon Musk.