CARD 1. Korea, the generation of 10 million elderly population!

According to Statistics Korea’s ‘2017-2067 Future Population Forecast’ in 2019, the number of people aged 65 or older is expected to increase to 10.51 million in 2025. This clearly indicates that we have arrived at the ‘generation of 10 million elderly population.’

CARD 1. The barely established market of silver cosmetics
The cosmetic companies of our nation may have hesitated a long time regarding ‘silver cosmetics.’

The quick conclusion that elderlies would refrain rom economic consumption is one of the major reasons that caused the domestic silver cosmetic market to be neglected and remain underdeveloped.

CARD 2. The big hand of cosmetic industry : the emergence of active senior

In Japan where population aging has begun earlier, silver cosmetics which target consumers over the age of 60 are gaining large popularity. In other words, the ‘active seniors’ who are elder consumers equipped with economic power have become the big hand of the cosmetic industry.

According to the comparison of ‘2011 & 2015 amount of money usage at cosmetic stores,’ Korea too has displayed a rapid increase in cosmetic purchases from 2011 to 2015 of 72.8% for men and 100.3% for women over the age of 60.

CARD 3. How should we make silver cosmetics?

Such results indicate that elderlies care about and anticipate silver cosmetics more than what we have expected.

Before it gets too late, there is a need to expand the silver cosmetics market and develop products that match the needs of the elderlies.

Then, how should silver cosmetics be made?

CARD 4. Multifunctional cosmetics are the alternate solution!

In general, the discomfort that elderlies complain about can be classified into 3 types of pigmentation: dry skin, wrinkles (lower elasticity), and age spots.

Hence, we need to initiate the development of multifunctional cosmetics which can perform aging prevention and anti-oxidation functions in addition to the provision of moisture.

CARD 5. The need to manage the beauty of outer appearance

Furthermore, rather than over emphasizing different functions, the product must prioritize prevention of skin dryness, skin protective function against the harmful exterior environment, and safety enhancement.

We also need to satisfy the consumers’ need to maintain the beauty of their outer appearances through a simple stick-shaped concealer (cosmetic applied in order to hide skin blemishes such as freckles, melasma, and pimples) which can cover up skin blemishes.

CARD 6. Silver cosmetics that prioritize simplicity

Silver cosmetics must also insure simplicity for the elderlies to use without difficulty.

In other words, the burden of applying make-up must be reduced as much as possible through an all-in-one cosmetic product (one product that can serve all functions of a toner, essence, and cream).

Sunscreen must be applied as the last step after basic makeup in order to minimize the exposure to ultraviolet rays, the main culprit of aging.

CARD 7. Need to solve the discomforts caused by aging

In particular, there is a need to carefully consider the elderlies’ discomforts and assist them to efficiently use cosmetics by enlarging the words for product names and manuals since elderlies experience rapid deterioration of eyesight with aging.

CARD 8. An additional task of getting rid of the body odor known as ‘old person smell’

There is also the need to spend effort to solve the problem of body odor that is commonly known as ‘old person smell.’

The main cause of this odor is the component ‘nonenal.’ The odor is produced when the immune function weakens due to the elderly’s lifestyle, adult diseases, and metabolic deterioration.

In order to prevent this problem, the elderlies have to select cosmetics with natural and comparatively less harmful fragrance for facewash and shower, thereby reducing the old person smell and also managing their health.

CARD 8. Further importance of consuming health foods which improve the body’s health

Lastly, in addition to cosmetics, the elderlies must manage both the inside and outside of their bodies by consuming health foods that help smooth hormone production because the amount of hormone secretion reduces rapidly for the elderlies.

Especially because the production of odor from old age increases after the menopause for women, they need to consume foods that help the secretion of female hormones.