Bloomberg Businessweek

Old Age Could Be A Beauty Gold Mine

Cosmetics demand among seniors worldwide is growing fast. Japan, home to the oldest populace, is leading the way

At 99 years old, Kikue Fukuhara knows a thing or two about selling makeup to old people: She’s been talking about lotions, lipstick, and foundation for six decades. Fukuhara works for Pola Orbis Holdings Inc., one of Japan’s top cosmetics companies, and was recently recognized by Guinness as the world’s oldest beauty adviser. Her strategy: testing the merchandise on her own skin. “For makeup, there’s no day that I slack off out of 365 days,” she says. “It’s always important to keep up personal

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