Revlon now has a new line of products that middle-aged and older women – you know, the ones with all the money – will embrace. If the buzz continues and if Revlon can amplify the word of mouth, they are going to have a great success.

Months ago, Crabby Old Lady wrote in Glitter and Gloss

“…Max, Estee, Christian, Elizabeth, Helena, Germaine, Pierre and all the rest who served her so well in her youth have forsaken Crabby in her dotage. Where is the foundation that covers nature’s errors but doesn’t cake in the lines? Eye shadow in matte colors of brown and gray without sparklies? Blusher and lip gloss that are brighter than Crabby’s skin color, but not by much, and certainly not iridescent?

In the Radiant Elder Women , Crabby Old Lady raves about Vital Radiance in words that will make Revlon executives whoop and holler.

For the past week, Crabby Old Lady has been playing with this new line of cosmetics with as much enthusiasm as when she was a teenager experimenting with makeup for the first time. It’s the best girlie fun she’s had in ages.

What did they do right?

They listened. They made apparently great products that meet real needs. They didn’t patronize with false promises. They marketed well.

And because of Crabby’s endorsement and because I trust her, I’m going to buy me some. I probably would have ignored the magazine ads.

I’m thinking this is just the beginning of whole new ways of marketing to that sweetest of sweet spots, the middle-aged women. Could it be that the Beauty Market has grown up? This is just Lipsticking good and smart marketing to women online when women who use and love the products are talking themselves and to each other.

It’s customers evangelizing what they see as awesome new product.

If Revlon takes the advice of Ben McConnell and Jackie Huba at Church of the Customer they will be tracking blogs so they can take the best advantage of such word of mouth.

If they are really smart, they will set up a blog to talk about their new line of Vital Radiance. Why not talk more about the research for their product? Why not capture what women customers are saying about their product? Why not extend and amplify that word of mouth? Why not create an online community of women who want to look better without a lot of gloss and glitter? Why not have a place where women can exchange tips and have fun with the girls?

That’s what blogs in the beauty biz should do.