Japan 7 Days S2011E43 - $25 billion "bimajo" market looks beautiful to business

In Japan, a stagnant economy and a dwindling number of young people have caused many companies to rethink their business models. Many of them have found success by marketing products to women in their late 30s and 40s, the time at which they are likely to have finished the busiest period of child raising. At that age, they're willing and able to spend considerable sums of money to satisfy the desire to remain fit and ever-beautiful. 

Lovely, youthful-looking women of that generation are now known as "bimajo," which-literally translated-means "beautiful witch." Magazines have glorified them as evidence that any woman has potential to become just as beautiful as long as she's willing to keep up a regimen of skin care and exercise. Companies that sell related goods and services are, of course, quite willing to encourage that attitude. 

Our story looks at who and what's involved in the multi-billion dollar "bimajo"market.

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