I typed an epic reply last night and promptly deleted it, so I shall try again...
I'm mid-50s and while my complexion is lovely, it's quite wrinkly so, with that and being allergic to hairdye, as well as being "generously proportioned", the raw materials aren't great but I'm often told I look good.
I love clothes and am happy with my style - fashion aware but not fashion victim. I know what suits and flatters my figure and generally stick to that.
I started going grey at 23 and then stopped dyeing in my mid-30s after a reaction to the colourant. I have - surprisingly and happily - been left with honey blonde hair, although it's a bit more silver at the back. I've had it long a few times but I keep it shorter now as I know it suits me much better.
I've never worn foundation but I always do a minimum of mascara and lipstick.
To answer your question, it is important to me to look the best I can with what I've got, so hair is always well cut, eyebrows threaded regularly, nails done (I do a weekly "old fashioned" manicure myself); clothes clean and outfits thought through.
I work in a very small office. There are many days when I'm on my own here (with no public facing role) and I still do the full getting ready thing. So I'm pretty sure I do it for myself, although I know my DH appreciates it as he has said he loves that I always make an effort and he's good at complimenting me.
Apart from him though, I am utterly invisible to other men but I can't decide whether or not this is a good thing 