Elderly influencers are trending in China’s youth-led social media but will fashionable grandmas live on?

In China there is a growing audience, and pool of talent, for content that caters for the country’s elderly generation. The number of products aimed at the elderly increased by 78% in 2019 versus 2017 and the number of brands almost doubled. — SCMP

75-year old Sang Xiuzhu applies make-up – such as mascara and lipstick – every day before venturing out. But this is a routine she found only recently.

“I didn’t wear make-up when I was young. I didn’t have the financial resources for that,” said Sang, who has lived in Beijing for almost five decades.