now losing ground to more experienced faces of beauty. like this. cecilia vega explains. reporter: the perfect figure. good looks. cindy joseph has it all. except perhaps the one thing it might seem a model needs to succeed youth. at 61 years old, does it feel at all strange to say, i m a model? would you ever have thought you would have said that 40 years ago? no, not in any way, shape or form. reporter: but instead of retiring, joseph now has a soaring second career. you can fight seven signs of aging. reporter: and joseph says that s changing the way boomers see themselves. we are not interested in rolling over and just sitting on the porch and rocking ourselves away. reporter: big business has taken note. save on cashmere and gloves. reporter: it s about buying power. boomer women spend $47 billion a year on fashion. the wilhelmina agency quadrupled its number of older models over the past two decades. even oprah is in on it with an upcoming nationwide model