Cosmetics Firms Try a New Wrinkle in Ads
By Valli Herman, Times Staff Writer
June 3, 2006
This summer, 60-year-old actress Diane Keaton will be smiling back at you from an ad campaign, but not one for Geritol, life insurance or other artifacts of life beyond the sixth decade. She'll be the new face of a skin-care campaign for L'Oreal Paris, which selected the film star to portray a new view of beauty — a wrinkled one.
Keaton will appear in print and television ads for a new formula of L'Oreal anti-aging creams. She isn't the exception but, increasingly, the rule for beauty companies hoping to interest aging baby boomers in specialized cosmetics and skin-care products that promise to reduce fine lines, fade age spots or prevent lipstick from feathering into creases.
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