In the new society of a 100-year lifespan, maintaining bodily functions will likely be a priority. The concept of beauty seems to be next. Simply living is not enough. An increasing number of people desire to live while enjoying beauty. Beauty is a driving force that maintains a strong will to live in society and leads a vibrant life. Many people, especially elderly women, use makeup to add variety to their daily lives and enjoy the joy of living. Increased demand creates business opportunities for suppliers.
A closer look at beauty reveals a certain pattern. When skin reflects red light, fine lines, pores, and blemishes become less noticeable. In the past, cosmetics that exploited this reflection to reduce the appearance of fine lines were popular. Recently, the trend has shifted from hiding fine lines and blemishes to simply eliminating them. The cosmetics industry is focusing on developing products that maintain skin elasticity and moisture retention. As we age, a decline in growth hormones causes skin to lose elasticity and become more susceptible to fine wrinkles. Secretion of this hormone peaks in our teens, declining by approximately 25% for every decade after age 30. As hormone secretion continues to decline, we turn to cosmetics. Furthermore, when cosmetics alone are no longer sufficient to remove fine lines, we resort to the next step: collagen injections or surgical incisions.
Beauty techniques are constantly evolving. Declining growth hormone secretion, the development of wrinkles, the extensive use of cosmetics, and collagen injections were commonplace. However, a more advanced product has been developed from the highly toxic botulinum toxin, Botox. It’s a drug called “Botox,” developed from botulinum toxin type A. Botox is injected into the affected area to suppress facial muscle movement and reduce wrinkles. It’s said to be far easier and more effective than collagen injections or surgical incisions. Botulinum toxin is gaining attention in dermatology and cosmetic surgery. The lethal dose of potassium cyanide is 5-10 mg. Botulinum toxin is a thousandth of that. Even deadly poisons can be used to beautify people.
When exploring cosmetics, one finds that the combined beauty of clothing and makeup is highly valued. At the pinnacle of this beauty are fashion models. Previously, the requirement for a model was a slim figure. That has changed. Warnings have been sounded against models who are too thin. In 2015, France passed a bill banning “too thin models.” The idea is that a model’s thinness alone does not mean they are healthy. This also means that an unhealthy, underweight body lacks aesthetic value. The warnings against too thin models are spreading to Japan as well. Companies that can offer cosmetics that combine health and beauty may have major business opportunities.
