Listening
Unlocking Word Meanings
Read the following words/expressions found in today’s article.
- cosmetic / kɒzˈmɛt ɪk / (n.) – a product used to improve how someone looks
Example:The store sells many cosmetics, including lipstick, face powder, and skincare products.
- dexterity / dɛkˈstɛr ɪ ti / (n.) – the ability to use one’s hands or body extremely well
Example:The surgeon needs great dexterity to perform complicated operations without making mistakes.
- to begin with / tu bɪˈgɪn wɪθ / (idiom) – at the start or before the current process, event, or situation
Example:To begin with, the project seemed easy, but later, it became more challenging.
- consumerism / kənˈsu məˌrɪz əm / (n.) – a situation where many people buy and use a lot of products and services
Example:The rise of online shopping has made consumerism stronger.
- stress / strɛs / (v.) – to give emphasis or special attention to something
Example:The doctor keeps stressing the importance of eating healthy food to avoid illnesses.
Article
Read the text below.
A group of seniors is learning beauty secrets. They draw in their eyebrows, select their favorite lip color and apply blush.
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-aging 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.
“To begin with, the marketing I specialize in, I have generally targeted younger people up until now. … As the population structure changes, we must start paying attention to older individuals as well,” says Akira Shimizu, professor of business at Keio University.
The elderly market is estimated to grow to more than 100 trillion yen ($650 billion) in size this year, according to a study by Mizuho Bank. And that business isn’t just about remedies for sicknesses and old folks’ homes but taps into solid consumerism.
“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,” says Shimizu.
Shiseido Co., which started out as a pharmacy in 1872, prides itself on being an expert on health, stressing that makeup is not just good for your physical well-being but also your soul.
Just because they’re older doesn’t mean they want to give up on beauty and fashion.
This article was provided by The Associated Press.
Viewpoint Discussion
Enjoy a discussion with your tutor.
Discussion A
- Shiseido Co. is stressing that makeup is not just good for your physical well-being but also your soul. What do you think this means? How do you think wearing makeup or dressing nicely affects a person’s confidence? Discuss.
- Do you think makeup and fashion are important as people get older? Why or why not? How do you think self-care changes as people get older? Discuss.
Discussion B
- Businesses have traditionally been less interested in elderly people, but that is changing. Why do you think businesses are starting to focus on older customers lately? How do you think shopping habits change as people get older? Are older people in your country interested in shopping? Discuss.
- How do you think marketing strategies for older customers differ from those for younger people? What types of products or services do you think older people would be interested in? Discuss.
