| Abstract: | With the rapid aging of the world population and the tendency to focus on appearances, the demand for cosmetics for the elderly is likely to keep rising. Therefore, it is necessary to develop cosmetics for the elderly. In this study, we aimed at studying the perception and attitude toward makeup of New Seniors at the pre‐elderly stage, assessing a strategy to approach them and evaluating their needs through the analysis of their effective behaviors related to makeup. We conducted in‐depth interviews and participant observation through video recording. The results showed that New Seniors had a prejudice against makeup in the elderly, their generation did not enjoy using makeup, and they tend to wear makeup to look younger rather than prettier. Also, they need training in how to apply makeup and use products that meet their needs, are easy to use, and produce effects that stand out. |
