It was back in 2012 when WAG spent time with Cindy Joseph, the fashion model and founder of BOOM! by Cindy Joseph.
As we sat on the back porch of her Yonkers home, Joseph told us how she had been a makeup artist for the fashion industry for some 25 years before being “discovered” at age 49 on a Manhattan street and beginning a modeling career that continues today.
Accompanying that successful career has been the launch — and ongoing success — of BOOM!, her cosmetics line that focuses on highlighting a woman’s natural beauty.
We were pleased to recognize Joseph in both a recent email and catalog from Chico’s, the clothing and accessories company, where she’s prominently featured in the “Hello, I’m Fabulous” campaign.
The new campaign, we have since learned, is “about helping the consumer rediscover her personal expression and understand that style is ageless.”
We think they picked the perfect woman to kick things off.
In that late March catalog, Joseph not only appears on the cover and throughout the pages but also in a profile. It’s there we get to revisit her philosophy as she proudly shares that she is now “65-3/4 years old.”
When asked what advice she’d give her younger self, Joseph is quoted as saying “Number one would be: ‘You are right just the way you are. There is nothing to fix, there is nothing to change and there is everything to celebrate.’”
It just reinforces the words that Joseph shared with WAG — and we congratulate her on this latest effort, which promises to be quite the high-profile one.
The wide-reaching campaign is being featured in more than 600 Chico’s boutiques nationwide and in the monthly Guide to Style mailer, on its website, in its blog, on television and on social media, where it reaches millions of consumers in the 50-plus demographic.
– Mary Shustack