Timeless Beauty
Women Are Still Fabulous, Not to Mention Profitable, After 40

“Advertising is finally reflecting the true sociological and economic shift to focusing on this powerful group of women.”

One of the 40+ contestants: Shelli Perl, 54. Photo by Camila Souza

By Camila Souza

Denise Riker, 55, was taking her annual Christmas pictures with her grandchildren when the photographer mentioned she should look into modeling. The stunning blonde, far from looking like your average grandmother, says she was flattered.

Riker was one of 150 women with modeling aspirations who gathered this past Saturday for Wilhelmina Miami’s seventh-annual 40+ Model search.

Forget the 5’8” minimum height requirement and those genetically impossible-to-achieve measurements; the only “must have” for models in this search is the age of 40 or more.

The 40+ Model concept started seven years ago when More magazine was launched for women in their 40s and 50s. The growing demand of advertisers prompted Lois Johnson, More’s beauty and fashion director and the mastermind behind the search, to start an annual search for women still fabulous after 40.

“We made a commitment to our readers from day one that every model in the magazine would be 40-plus, and we’d print the ages to reinforce the positive celebratory attitude of women in the 40-plus [demographic] — the largest, richest segment of the population now, by the way,” Johnson told the SunPost from her New York office.

Today more ad campaigns target this group, and 40-plus women want to see their peers in magazines and on TV. Celebrity “models” in their 40s and 50s sell anti-aging cream, fashion and makeup. Women like Diane Keaton, Sharon Stone, Mia Farrow, Teri Hatcher and Sarah Jessica Parker are role models for many women.

“Advertising is finally reflecting the true sociological and economic shift to focusing on this powerful group of women. The healthcare market, fitness market, spas, are also imaging women 40-plus. Department store catalogs are filled with models 40-plus. TV commercials are all filled with women 40-plus,” said Johnson.

The model search will award 10 women an expenses-paid trip to the final judging in New York in February. Fashion designer Carmen Marc Valvo, this year’s guest judge, is providing the fashion for that final runway event, at which three models will earn a modeling contract with Wilhelmina Models and share a total prize package of nearly $85,000. They will also appear in the pages of More.

“What we are looking for are healthy-looking women, with great skin, good hair, the ability to wear clothes well and enthusiasm,” said Wilhelmina Miami model agent Tara Intoci.

Last year’s three search winners were Thea Kelly, 44, a corporate attorney from Indianapolis; Angela Paul, 51, a writer from West Hills, Calif; and Cynthia Gouw, 43, a reporter from Philadelphia. They are currently working models for Wilhelmina.

At the Miami search, Joan Taylor, 42, but with skin many 20-year-olds would envy, said she came because modeling was her passion and something she enjoyed.

“I also think we look good,” she said enthusiastically of her fellow attendees.

The open call events were also held in cities such as New York, Atlanta, Houston, Nashville and Memphis, Tenn. Miami was the last open-call city.

“We are hoping to get lots of great entries from the Miami area; Florida usually does a great number of entries — probably due to the healthy lifestyle aspect,” said Johnson.

Women looking vibrant, feeling confident, being accomplished — and still turning heads after 40 — now that’s hot!

To enter, visit www.more.com;  send a current photo and a $25 processing fee to P.O. Box 9204, Central Islip, NY 11722. Entries must be received before Jan. 5, 2007.

Comments? E-mail letters@miamisunpost.com.