Older Models

Ads targeting baby boomers using older models

Companies are turning to older models as they scramble to capture the attention of baby boomers.

Actors such as Richard Treimanis, 51, and Deana Clark, 40, are showing up in commercials that used to be dominated by models half their age.Sun Sentinel

FORT LAUDERDALE — Hey, baby boomers and retirees. If you think you’re seeing yourself reflected in more ads lately, you don’t have to check your vision.

In a shift from what has been predominantly a youth-driven culture, advertising is looking more like us — with gray hair, curves and crow’s feet — as companies are increasingly booking older models to court older consumers.

Advertisers are hoping to make buyers out of seniors who lead an active lifestyle, gamble at casinos, buy luxury cars and book cruises.

“With the economy being so bad and coming back again, advertisers are banking on the dual-income couples who are traveling more and taking more vacations,” said Allee Newhoff, of Elite Miami Model and Talent Agency

The key, advertising analysts and model agency representatives say, is to seek more mature models who naturally look their age and are relatable to seniors.

“The population is getting older, and we also have a significant proportion of older people who are not just living longer but healthier and with money to spend,” said Kimberly Taylor, a marketing professor at Florida International University. “Marketers are taking notice.”

It’s a trend that’s also seen in Hollywood and magazine spreads. Actor Diane Keaton, 66, has appeared in TV ads for Chico’s clothes, while talk-show host Ellen DeGeneres, 54, regularly appears in print and TV ads for Cover Girl cosmetics. And MAC Cosmetics collaborated on a collection with 90-year-old Palm Beach fashion personality Iris Apfel, who was featured in print ads as well.

“Dove and Oil of Olay don’t book women in their 20s and 30s,” Newhoff said. “They book women who have travel on their face. There is an industry and a need for it.”

At 72, Valerie Ramsey fits that bill. The model has been busy this year shooting ads for Hanes Image Wear and spreads for a style magazine produced by the Herald-Tribune Media Group in Sarasota.

The former public relations director and mother of six was discovered as a model at age 63.

In March, she appeared on NBC’s Today morning show to discuss her second career as a model and her book, Gracefully — Looking and Being Your Best at Any Age.

“I don’t believe in sitting back and saying, ‘Okay, I’m 72, I’m done.’ My life is about, ‘What’s next?’ It’s all about attitude,” she said.

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