Does the word “beautiful” mean tall, thin, blonde and young? The image of beauty as solely youthful has been promoted even more in the last few decades through television, film and fashion magazines. But even magazines such as Vogue are beginning to realize that mature women can be beautiful and they too, are interested in maximizing their natural assets.

The August issue of Vogue features women of all ages, even women in their 90s who are described as beautiful. In an issue dedicated to aging gracefully, Vogue is recognizing that the face of beauty doesn’t just belong to 20-somethings.

Of course, this is something women have known all along and mature men and women understand that beauty is more than a perfect body and an unlined face. Beauty is the face of understanding, compassion and kindness, the face of intelligence and confidence; many of these attributes only come with having reached a certain maturity.

Still, it is important that a publication such as Vogue recognizes the beauty that comes with maturity. With America’s population aging and the buying power shifting to the older demographic of the buying public, a lot more companies will have to re-assess their focus.