This work is concerned with the development of an optimization methodology for the composite materials used in wind turbine blades. Goal of the approach is to guide designers in the selection of the different materials of the blade, while providing indications to composite manufacturers on optimal trade-offs between mechanical properties and material costs. The method works by using a parametric material model, and including its free parameters amongst the design variables of a multi-disciplinary wind turbine optimization procedure. The proposed method is tested on the structural redesign of a conceptual 10 MW wind turbine blade, its spar caps and shell skin laminates being subjected to optimization. The procedure identifies a blade optimum for a new spar cap laminate characterized by a higher longitudinal Young's modulus and higher cost than the initial one, which however in turn induce both cost and mass savings in the blade. In terms of shell skin, the adoption of a laminate with intermediate properties between a bi-axial one and a tri-axial one also leads to slight structural improvements.