If you’re an older woman, it’s not often you feel the attention of beauty companies or marketing campaigns who want to celebrate your looks and support your needs. But that may be changing: it’s clear from several recent reports that marketers and manufacturers have come to realize the huge potential of older women in the cosmetics market.

For example, Bloomberg Businessweek recently described older women as “the next potential goldmine” when it comes to selling beauty products. Japan, with it’s fast-growing senior demographic, has become a laboratory for the development, testing, and marketing of all sorts of beauty products, along with the recognition that beauty products for older women need to have bigger fonts on their labels, utilize pumps rather than tubes and be easy to grasp and manipulate. With almost 60% of the Japanese population to be over age 50 by 2050, the implications of the senior beauty market in Japan are enormous. And wouldn’t you know it, the Guinness Book Of World Records title for the Oldest Beauty Advisor belongs to none other than 99-year-old Kiku Fukuhara of Hiroshima.

Across the world, companies are jumping on the menopausal and post-menopausal makeup and skincare market to broaden their sales. The website Glossy recently featured a post on the “inclusive beauty trend” of products specifically designed for menopausal women. New brands such as Better Not Younger and Kindra are emerging to capture the attention of older women whose skin, hair and cosmetic needs may be quite different than those of younger women.

But for the older woman who might still want to pursue options beyond cosmetics when trying to maintain her image, some recent trends in the areas of injectibles and other interventions have come to market. So, if you’re getting ready to step out for the upcoming awards season, The Hollywood Reporter recommends some anti-aging options that allow you to plump up your skin yet avoid surgery, including injections for those neck wrinkles and antidotes for your jiggly arms. Or, for even more out-of-the-box options, check out this recent post in We Are Ageist that highlights new revelations from the frontiers of cosmetic surgery.