NEW YORK — L’Oréal Paris is a brand that has been championing inclusivity and the worth of all women for decades; these notions are engrained in its DNA. The brand has grown through the years with longtime spokeswomen like Eva Longoria and Andie MacDowell, and has made headlines in recent years with the appointments of names like Celine Dion, Helen Mirren, and Viola Davis.

L’Oréal Paris is coming to market in a big and unprecedented way with the launch of Age Perfect Cosmetics. While there have been competitive products targeted to the demographic before, this range is the first complete and most extensive for women over 50 with over 100 SKUS, and was tailored uniquely to the woman who believes the beauty category has all but forgotten about her.  In fact, 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 because “You’re Worth It.” Each product is designed with the specific needs of the over 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.

In 2020, L’Oréal Paris will further inclusivity in a big way with the launch of Age Perfect Cosmetics. The range is the brand’s first complete and most extensive for women over with over 100 SKUS, was tailored uniquely to the woman who believes the beauty category has all but forgotten about her. Finally a makeup made just for her.

“Despite losing penetration in the category, the over 50 consumer is less likely to say (versus millennials) that she doesn’t want to apply makeup. It is a key part of her life and her routine and we are proud to offer a new range made just for her. She stopped using makeup because she cannot find the products for her, she does not feel represented or she feels as if the makeup offered to her does no justice to her skin,” said Dr. Rocio Rivera, the brand’s vice president of scientific communications.

 “L’Oréal Paris has been championing inclusivity and the worth of all women since its inception, and this new line embraces the same approach. It’s diverse and embraces the beauty of every woman at every age, whatever she decides her makeup routine to be. It is rooted in deep scientific knowledge of the skin, but also in her emotional and functional needs. The products have been meticulously designed for the woman 50+ in complete shade ranges – broadening inclusivity beyond just age or skin color alone,” she concluded.

 “As a marketer, I believe it can be easy to think ahead to the next generation versus focusing on those that they already reach,” said Maude Brunschwig, senior vice president of marketing. “The issues arise when brands lose sight of the importance of retaining and innovating for their loyal consumers in favor of catering to and developing for a ‘future’ demographic. L’Oréal has always been a brand that has championed all ages, but we are excited to take that to the next level with a range specifically designed with this consumer in mind. Whether we’re 49, 59, or 69 years… we are Worth It. More now, than ever before,” she added.

The new line up includes:

• Age Perfect Radiant Serum Foundation: Radiant Serum Foundation is a carefully formulated lightweight foundation made with SPF 50, Vitamin B3 and Hydrating Serum for all-day hydration. It doesn’t settle into lines and evens tone while providing natural, radiant coverage. Available in 30 natural luminous shades suitable for sensitive skin.

• Age Perfect Creamy Powder Foundation: Creamy Powder Foundation is infused with a Ceramide Anti-Oxidant Complex and Minerals. Upon application, it smooths and blurs lines, pores and dark spots and hydrates with a shine-free finish. Age Perfect Creamy Powder Foundation provides coverage that does not cake. Available in 16 creamy shades.

• Age Perfect Radiant Concealer: Radiant Concealer is formulated with Hydrating Serum and Glycerin. It hydrates, minimizes the appearance of imperfections and dark circles. It blends into skin for a radiant complexion and does not settle into lines. Available in 16 full coverage shades.

• Age Perfect Radiant Satin Blush: Radiant Satin Blush is formulated so that this silky-smooth powder applies effortlessly and instantly provides, radiant color. The formula enhances the look of cheeks and gives the skin a natural, healthy glow. Available in 6 radiant shades.

• Age Perfect Luminous Hydrating Lipstick: Luminous Hydrating Lipstick is infused with Nourishing Serum and Pro Vitamin B5. Formulated with 45% caring ingredients, this lipstick goes beyond color and provides 9 hour hydration that doesn’t feather. Over time, lips are smoother and nourished. Available in 10 hydrating shades.

• Age Perfect Satin Lipstick: Satin Lipstick is infused with Precious Oils and Rich Pigments. This lipstick glides on smooth with vibrant color payoff. The creamy formula of this satin lipstick stays put and does not feather. Available in 10 creamy shades.

• Age Perfect Anti-Feathering Lip Liner: Anti-Feathering Lip Liner is formulated to shape and define lips without feathering. Apply before any Age Perfect Lipstick to enhance natural lip contour with a tug-free tip that allows for precise application. Available in 8 transfer free shades.

• Age Perfect Lash Magnifying Mascara: Lash Magnifying Mascara is infused with Conditioning Serum & Jojoba Oil. It cares for lashes and instantly magnifies while being easy to remove and suitable for sensitive eyes. Its formula with -gentle brush and bristles easily coat lashes leaving them soft, supple and volumized. Available in black and brown.

• Age Perfect Brow Magnifying Pencil: Brow Magnifying Pencil is formulated with Vitamin E and Mineral Pigments and easily blends into brows. It fills and shapes brows for a polished look. Crafted with an ultra-fine point tip for precise application and blending spoolie to gently brush hairs into place. Available in four shades suitable for sensitive eyes.

• Age Perfect Satin Glide Eyeliner:Satin Glide Eyeliner is a gentle, waterproof formula created with Mineral Pigments suitable for sensitive eyes. Easy, even application with comfortable wear and non-drying feel. The ergonomic rubber grip allows for defined and easy application. Available in three shades, black, brown and charcoal.

The entire L’Oréal Paris Age Perfect Makeup Collection is available at mass, food and drug retailers nationwide beginning this month.