Baby Boomer models are on the rise, catering to consumers of their generation

In the world of modeling, once you hit the ripe old age of 25, you are unofficially considered over the hill.

But Baby Boomer models of the world, including 55-year-old Juliette Branker, would beg to differ. As would the millions of women "of a certain age" with purchasing power who want to see images of women more like themselves in the media.

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According to ABC News, older models are on the rise. This phenomenon can be attributed to the fact that Baby Boomer women are spending increasing amounts in the beauty and fashion industries, and advertising agencies would be insane to not take notice. According to market research firm NPD group, Boomer women spend almost $47 billion a year on fashion.

"I wouldn't want to buy certain products for myself that I would use if I see a 20-something selling it, because it's for a 20-something-year-old," Branker tells ABC News. "I can relate to someone my age selling a product. It's just more genuine. That person is using it, so it's right for me."

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61-year-old supermodel Cindy Joseph says that women of her approximate age are thoroughly comfortable with themselves and it's no longer about aspiring to youth.

"We're people who enjoy who we are and what we are, we're enjoying our lives, so we would like to see peers in ads," Joseph tells the media. "So they're using people like me and now it's going like wildfire. If you look at the baby boomer generation, every single decade of our lives, we have reinvented what's gone on before. We're not sitting on the front porch knitting and rocking ourselves away."

And when standards of beauty change to be more inclusive of the greater population, it's not just the advertisers who win.

Watch the video below about the soaring career of Baby Boomer model, Cindy Joseph.