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Exploratory study aimed at identifying the needs of seniors in terms of products and services and at defining this changing target.


Corpus based on interviews focusing on the understanding of their lifestyle and environment, the physiological and psychological aspects of age (ethnographic Interviews of experts and senior women in the USA, Europe and Japan).

Revealing portraits of “active senior” women, from the flirtatious to the detached Futre-oriented leads for the creation of new products and services for a major cosmetics brand.


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