Weimai x Shiseido: 9 keywords and beauty initiatives for women over 50

Weimai x Shiseido: 9 keywords and beauty initiatives for women over 50

Report download: Add 199IT WeChat official account [i199it], reply with the keyword [9 keywords for women aged 50+] to download

What is "old"? Is it six strokes, or sixty years of life that cannot be summarized? If we add the qualifier "female" to old, what kind of first impression will it give people? The long-term neglect of women, especially women over 50, by society reveals deep ageism and sexism. There is even no appropriate word to refer to this group.

According to the data of the National Bureau of Statistics in 2022, China will usher in the largest retirement wave in history at a rate of 20 million people per year in the next 10 years, and nearly half of them are women. As women born in the 1960s and 1970s gradually retire from the workplace and enter the second half of their lives, they are in urgent need of a rectification.

Wavemaker, which continues to pay attention to China's aging society and women's power, actively participates in and is committed to leading this trend. Recently, Wavemaker and Shiseido China jointly released "9 Keywords and Beauty Initiatives for Women Over 50" (hereinafter referred to as "Initiatives"), which reveal their living conditions from the three dimensions of time, aging, and self through qualitative ethnographic research, showing the more real, vivid, and arbitrary appearance of women over 50, helping them explore themselves after breaking the framework, trying to build a friendly community culture and promote the value recognition of the whole society.

They are out of focus in mainstream culture

In the previous report "The Hidden Value of China's Aging Society", Wavemaker pointed out that China's aging population has become a growth variable at present and will be a growth constant in the future. The report estimates that the consumption power of the aging population in China's first- to third-tier cities is as high as 6.64 trillion yuan per year.

The huge population means huge business opportunities, but the cognitive bias towards the aging population prevents companies from realizing the consumption power of tens of millions. The silver consumer market faces three huge challenges: a serious imbalance between supply and demand; biased perception of demand; and polarized resource allocation. Although it is a red ocean market, the potential of the silver economy has not been efficiently developed, and the special needs and consumption power of women are hidden in the loss of the group.

At present, the roles of women in politics, economy and culture are being reconstructed, and women over 50 who are in a new stage of life also need to refocus. Therefore, Wavemaker and Shiseido China jointly released "9 Keywords and Beauty Initiatives for Women Over 50". "In many past conversations, we can experience that people generally have a biased understanding of the aging population. Generational differences, different growth eras, inherent perceptions of "aging", etc., have all created fundamental challenges to understanding needs. This qualitative research conducted in conjunction with Shiseido China attempts to explore the three major driving forces behind their vitality and enthusiasm - 'time', 'aging' and 'self-reconstruction'. We hope to inspire more companies to pay attention to them and feel their bloom and intensity." said Zhao Linna, head of trend research and market at Wavemaker China.

Jiang Ying, head of Shiseido China's market research department, shared: "China's aging process is full of changes and imagination. Among them, the rise of beauty and skin care needs among the middle-aged and elderly is a trend that cannot be ignored. We have long noticed the passion of 50+ sisters in pursuing beauty, as well as their open mind, willingness to learn, and active embrace of a second life. However, this topic is still in the early stages of industry exploration. It is both an opportunity and a challenge. More companies with vision and mission are needed to conduct in-depth research, truly understand them, and focus on them."

Lu Yun, market research manager of Shiseido China, pointed out in this initiative: "The silver economy market has great potential, is currently small in scale, and has a low awareness rate, which are still important characteristics of the current Chinese middle-aged and elderly cosmetics market. Put aside your prejudices and get close to them, and you will be able to feel unprecedented power and enthusiasm, and feel the positive energy of time and aging."

Lin Yuhui, General Manager of Shiseido Brand (China), also concluded in this study: "Women aged 50+ are rebuilding the center of their lives, focusing on themselves, re-examining the purpose of life, exploring the boundaries and balance of self-development, and thus stimulating inner abundance."

A Sociological Quest and Progress

Along the three dimensions of time, aging, and self, the Initiative responds and answers with 9 key words about women over 50.

Before answering, the Initiative reveals some "counter-common sense" about women over 50: time, aging, and self, seemingly three mountains in front of the aging population, not only do they not stop them from moving forward, but they are like a raging fire, making them more vivid. Women over 50, who seem to be trapped in time and aging, actually understand the meaning of time much better than outsiders, and are not bound by their physiological age. Having experienced a special era, they have encountered a large-scale opportunity for "self-reconstruction."

This makes people ask: How does the power of time push people to start anew? How does the reality of aging make them rejuvenated? How does the self break through the framework of social expectations and develop dynamically? The answers to these questions constitute the process of the awakening of a generation of Chinese women. The times have made them what they are now, but they have not given them answers for the future, so they go out to find them themselves.

Women aged 50+, who are between the good old days of 40+ and the free-spirited days of 70+, have a rapidly increasing sensitivity to time. They will actively avoid the gray impression of life in their 70s, focus on "today", and dance vigorously in every "today". In a social culture full of anxiety about youth, the increase in age is not equivalent to aging, but rich experience and broad knowledge. The thickness of life gives women aged 50+ the insensitivity to fight against aging and embrace a second life after retirement. This is not an isolated case, but a group portrait of Chinese women aged 50+. Women aged 50+ who break through scrutiny and evaluation define themselves with labels and titles such as "middle-aged", "mature", "sister", and "new youth". They regain a sense of control over life in the transformation and appreciate the beauty of time.

The "Initiative" helps the public understand women over 50. More importantly, it encourages more women over 50 who are still confused and retreating to break away from the society's discipline on women, respect and constantly explore their true selves, and then drive the transformation of public opinion and the improvement of the social environment through the awakening of the group, break the stereotypes built around women over 50, build an inclusive and diverse aging society, and create a "second life" together.

Through the Initiative, Wavemaker and Shiseido China hope to empathize with women aged 50+, convey humanistic care and brand warmth to society, and make social issues and brand values ​​more powerful.

Report download: Add 199IT WeChat official account [i199it], reply with the keyword [9 keywords for women aged 50+] to download

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