(20 Feb 2025)
SOURCE: ASSOCIATED PRESS
ASSOCIATED PRESS
Tokyo, Japan – 14 February 2025
1. Various of participant of makeup course for seniors
2. Various of participant putting on lipstick with lip brush
ASSOCIATED PRESS
Tokyo, Japan – 6 February 2025
3. SOUNDBITE (Japanese) Akira Shimizu, professor of business at Keio University: ++SOUNDBITE STARTS ON PREVIOUS SHOT AND IS OVERLAID WITH SHOT4-5++
"To begin with, the marketing I specialise in, I have generally targeted younger people up until now. The reason for this is that younger people tend to be more interested in new things and are quicker to adopt new services and products. But as the population structure changes, we must start paying attention to older individuals as well.”
ASSOCIATED PRESS
Tokyo, Japan – 14 February 2025
4. Wide of residents attending makeup course, including one male participant
5. participants massaging their hands and arms to improve circulation and loosen up the muscles
ASSOCIATED PRESS
Tokyo, Japan – 14 February 2025
6. Wide of makeup course organized by Japanese cosmetics company Shiseido
7. Instructor Miwa Hiraku explaining which muscles are used when applying makeup
8. Instructor showing how to use facial lotion, zoom into hands before applying on face
9. Participants touching their skin after applying cream
ASSOCIATED PRESS
Tokyo, Japan – 6 February 2025
10. SOUNDBITE (Japanese) Akira Shimizu, professor of business at Keio University: ++SOUNDBITE STARTS ON SHOT6 AND IS OVERLAID BY SHOT 7-9++
"In fashion, for example, the people who I call ‘cool grandpas’ or ‘cute grannies’ tend to want to try high-end products. Additionally, unlike in the past, these people often have a lot of friends of the opposite sex, which is an important point. They feel the need to dress nicely and wear makeup, especially for men, who feel they should maintain a sense of cleanliness. I think this is an interesting aspect of the market."
ASSOCIATED PRESS
Tokyo, Japan – 14 February 2025
11. Mid of participants practicing makeup
12. participant using brush
13. SOUNDBITE (Japanese) Name not given, 77-year-old participant: ++SOUNDBITE STARTS ON PREVIOUS SHOT AND IS OVERLAID BY SHOT 15++
"I learned a lot, for instance, to apply blush with a smile on my face and not to put too much foundation on to cover the lines and spots."
14. 77-year-old participant (name not given) removing her hairband and setting her hair
15. Participant with makeup
STORYLINE:
Glamorous at any age.
This group of seniors is learning beauty secrets.
They draw in their eyebrows, select their favourite lip colour and apply blush.
Yoshiko Abe is about to turn 89, but that hasn’t stopped her from going to the gym every day and trying the free-of-charge makeup course at her housing complex.
"I don’t do much makeup so I didn’t know what to expect," she says.
The event is run by Japanese cosmetics company Shiseido Co.
It’s holding these free courses for older people across the country.
Japan is the fastest-ageing society in the world.
More than a quarter of its population is over 65 and older, at 36 million people.
In about a decade, the ratio will be one in three.
This course is not just about makeup tips – it promotes useful skills for the elderly.
It takes hand dexterity to open cosmetic tubes and draw eyebrows nicely, and massaging the face gets one’s saliva glands going, according to Miwa Hiraku, the makeup class instructor.
The demographic is one businesses have traditionally been less interested in.
But that is changing.
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