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  • A whole lot of people in Asia are being told they’re over the hill
  • A whole lot of people in Asia are being told they’re over the hill
    Bryon Lippincott, Creative Commons (2010) ©
REPORT

How to reach Asia's bright old things

Asia is notoriously home to some of the most active and beauty-conscious elderly people in the world; from Japanese retirees climbing Mount Everest to millions of Chinese seniors dancing in city squares. What can be learnt from fusing tradition and health to reach Asia's 'bright old things'?

Location Central - East Asia / South-Eastern Asia / Southern Asia

Scope
Whether it’s grandparents on the Wii or Gen Y favouring the countryside over city living, brands are getting to grips with the diversity of their audiences. In the western world, at least, attitudes are beginning to shift in a positive direction for seniors – even in the youth-worshipping beauty industry, mature actresses like Helen Mirren and Jessica Lange are fronting major campaigns. But agelessness stretches beyond imageSelfridges’ launch of the 2014  ‘Bright Old Things’ campaign in the UK takes things a step further by honouring the achievements of people who have taken up new professions in later life.

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