It is the generation of Grizz Wyllie, of Gary McCormick and of Winston Peters.
And now, babyboomer men those in their late 50s and early 60s are buying beauty products like never before.
Men aged from 55 to 65 spend an average $30 a month on skin products, according to a TNS survey commissioned by L'Oréal, compared to women of the same age who spend only $27.74.
McCormick is a travelling comedian and raconteur whose face shall we say tells a story of a life well-lived.
He is proud to admit he spends "nothing" on skin care.
"Does it show, do you think? "I don't want smooth skin. Personally I think it feels better on women."
Beauty and the 'boomers'
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