![]() “Those who treat it as a business have longevity. “A lot of models treat this as a hobby and don’t last long in this business,” says the 5-foot-11-inch Chaney, who attended modeling school at age 13 and got her first job at 17. These jobs pay substantially more than high-fashion gigs that favor younger models. She’s a “catalog girl,” which means she’s a favorite model for companies, such as JC Penney, Academy and a slew of East Coast catalog businesses. Makeup artist Bruce Dean finishes Chaney’s look, while her two young daughterswait quietly in a nearby room.Ĭhaney strikes a pose with ease and grace. She’s shooting images for her new portfolio, which will be shown to prospective clients. It’s about being genuine and real.” Career longevityĪt John Conroy’s photography studio in Houston, Chaney quickly sheds her jeans and T-shirt for a Robert Cavalli dress and thigh-high boots. That’s what is giving more 40-plus models more work. And they want to see real women who look young. “And they’re not willing to forgo beauty in tough times. “Women want to look and feel young, not be young,” says Cohen. Even in the current recession, women are snapping up beauty products at record rates. “Baby boomers are the fastest growing market so, for a company, brand power is recognizing the importance of maturing customers.”Ĭohen says makeup and beauty products, particularly anti-agin g formulas, rank behind only children’s toys and video games as top-selling retail categories. “We would love to believe that all companies have this philanthropic need to market to everyone, but the reality is it’s about appealing to the market,” says Marshal Cohen, chief industry analyst of The NPD Group Inc., a national trend marketing firm. Dove, for example, has launched its Campaign for Real Beauty and features real women - with blemishes and cellulite - of all ages in print ads and television commercials.īut observers say it’s a smart business move to tap into the pocketbooks of an aging female population. Some companies appear to be making a social statement by embracing a more mature image of beauty. And Christie Brinkley, the 1970s icon who is now 51, represents CoverGirl’s new Advanced Radiance cosmetics line. ![]() Crawford, 42, has a line of home furnishings, she’s the face of Omega watches, and she recently appeared on the cover of French Vogue. The fashion world has plenty of examples for her to follow. “More people in fashion are realizing that it’s more effective to use someone a little older if they want to sell clothes or beauty products to an older market.” “Things are changing,” says Chaney, who works for Page Parkes Models. As one of Houston’s top professional models, Chaney’s work takes her across the country to appear in department runway shows, print advertisements and catalogs. Chaney, who turned 40 in August, is a hometown version of Linda Evangelista and Cindy Crawford, the 1980s supermodels who continue to find ample work even as they near middle age.
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