STYLE : Spring Beauty : The Latest on Looks : Keeping Up With the Boomers

The makers of moderately priced cosmetics have finally cottoned to something their upscale counterparts have known for some time now: Women are getting older, wiser and more selective. In fact, mass-market companies in the powder-puff derby are racing to get brand-new, age- and color-specific items on the shelves:

Cover Girl --whose own former cover girl Cheryl Tiegs (left) is aging quite gracefully, thank you--is going beyond ivory and beige this spring to capture a part of the growing African-American, Latino and Asian market. Clean Liquid Make-Up,priced at $4, now comes in shades such as Spicy Amber, Warm Copper, Soft Sable and Rich Mahogany. There are darker colors for eyes, cheeks, lips and nails as well. And the company is branching out with Clean SkinCare cleansers, toners, moisturizers and acne treatments.

Veteran cold-cream maker Pond’s is introducing its first moisturizers this spring, including oil-free lotions and $12Dramatic Results Skin Smoothing Capsules,which mimic more expensive capsules found in department stores.

Maybelline decided to grow up with its beloved baby boomers, unveiling the Revitalizing Face Collection just for them. Foundations, blushes, powders and concealers, all less than $6 each, contain light-diffusing and hydrating ingredients meant to help 35- to 54-year-old women hide wrinkles and retain skin moisture.