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BABY BOOMERS 'FACE' THE FUTURE WITH NEW LINE OF COSMETICS

 NEW YORK, Feb. 9 /PRNewswire/ -- Just as the makeup of the population is changing, the make-up needs of the 35-plus woman is taking on increasing importance for United States retailers.
 The Baby Boomer generation -- nearly 82 million strong -- grew up when pale lipstick and dark-brown eyeliner were cosmetics staples. "Today's woman over the age of 35 wants products that help minimize the effects of aging yet provide the convenience and value that fit into her time-crunched lifestyle," says Maybelline make-up expert Stan Campbell Place.
 On behalf of the Baby Boomer, Maybelline is introducing its new Revitalizing Face Collection, including moisture-rich foundation, fine- milled powder, creamy concealer and powder blush with suggested retail prices of $5.25 to $5.95 -- well below the cost of department store brands. Like the more expensive brands, Maybelline's Revitalizing Face products contain moisturizers and light-diffusing ingredients to help reduce the visible signs of aging by diminishing under-eye circles, tiny lines and wrinkles.
 "The main concern of women between ages 35 and 55 is looking younger," remarks Stan Campbell Place. "When your skin looks younger, you feel younger and act younger."
 Women in the 35 to 64 age group are growing in both numbers and buying power. The U.S. Census Bureau estimates that by the year 2000, women aged 35 to 64 will outnumber the 18-to-34 age group by 10 million. Research studies show that Baby Boomer consumers may earn more, but shop less because of hectic, stress-filled schedules.
 Although women age 35-plus now represent more than half of all make- up purchased at drug stores, groceries and mass retailers, their make-up choices have been somewhat limited.
 "Maybelline conducted extensive research on what the maturing customer wants is terms of make-up," says Executive Vice President Cathy Wills. "This woman wants the quality of department store cosmetics, but is no longer willing to pay department store prices. The Revitalizing Face line meets all of her demands for quality and value."
 As a mass-market make-up formulated especially for the 35-plus consumer, the Revitalizing line is showcased in elegant black-and-gold packaging and includes four products, each available in a range of shades:
 -- Revitalizing Liquid Make-Up moisturizes, minimizes tiny lines and wrinkles, and contains paba-free sunscreen to protect against the effects of the sun.
 -- Revitalizing Pressed Powder softens appearance of fine lines and contains protective sunscreen.
 -- Revitalizing Concealer moisturizes and conceals dark under-eye circles.
 -- Revitalizing Blush blends easily and color stays true all day without streaking.
 Maybelline has also coordinated the upscale packaging of its new Revitalizing Face products with existing Revitalizing Color Lipstick, Nail Color and Eye Shadow, all especially formulated to meet the needs of the 35-plus consumer.
 -0- 2/9/93
 /NOTE TO EDITORS: Photographs available./
 /CONTACT: Julie Berman of Lippe Taylor Public Relations, 212-754-4800, for Maybelline/


CO: Maybelline ST: New York IN: SU:

SM -- NYFFNS3 -- 4407 02/09/93 07:03 EST
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Publication:PR Newswire
Date:Feb 9, 1993
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