L’Oréal Paris is rolling out Age Perfect Cosmetics, a complete and extensive range geared toward women over 50 years old. While there have been competitive products targeted to the demographic before, this range has over 100 SKUS, and was tailored uniquely to the woman who believes the beauty category has all but forgotten about her. In fact, according to L’Oreal, the majority of all makeup users are over the age of 50, but the percentage is currently on the decline. 
 
Age Perfect Makeup is the brand’s first complete line designed especially for woman over 50 to look polished and always feel confident. Each product is designed with the specific needs of the 50+ consumer and formulated with ingredients like vitamins and minerals. Age Perfect Makeup is also inclusive of various skin tones, with 30 shades of foundation to suit a wide range of skin tones so women can feel “Age Perfect.”
 
The collection includes complexion, lip color, mascara and brow products specifically formulated for the evolving needs of women 50+ based on research and backed by science. Every facet of the launch—from the design of packaging to the colors, textures and formulas—was designed with the specific demographic in mind.
 
The entire L’Oréal Paris Age Perfect Makeup Collection is available at mass, food and drug retailers nationwide beginning January 2020.