富士还利用其在胶原蛋白和纳米技术方面的专业技能，将触角延伸至化妆品领域。胶原蛋白是摄影胶片的主要原材料。在防止胶原蛋白氧化的研究方面，富士有着很长的历史，而胶原蛋白氧化是胶片褪色和肌肤老化的原因。
Deflation in Japan continues to put downward price pressure on its digital compact cameras but Fujifilm still makes those cameras, which it is able to sell in emerging economies. For the Japanese market it is shifting its focus to high-end cameras, which have sold unexpectedly well and have helped raise overall margins.
日本的通缩继续对富士的小型数码相机业务构成价格下行压力，但该公司仍在生产这种相机，并能在新兴经济体销售。对于日本市场，该公司正将其主要精力放在高端照相机上，高端相机的销售出人意料地好，这帮助提升了整体利润率。
Such a shift to high-end products might seem counterintuitive in a deflationary environment but Fujifilm is not the only company that has benefited from that strategy.
在通缩的环境下，转向高端产品似乎是违反直觉的，但富士并非唯一一家受益于该战略的公司。
Pola Orbis, a direct sales and mail-order cosmetics group, responded to deflationary pressures by beefing up its most expensive line-up of moisturisers and creams costing Y10,000 or more and selling them at their salons for the first time. “We didn’t consider lowering prices, because Pola’s strength is in premium skin care,” says Akira Fujii, vice-president of Pola Orbis Holdings.
采用直销和邮购的日本化妆品集团宝丽奥蜜思(Pola Orbis)对通缩压力做出的回应是，加强其最昂贵的、售价在1万日元或以上的保湿霜和护肤霜系列，并在其美容院里首次销售。该公司副总裁藤井彰(Akira Fujii)表示：“我们没有考虑过降价，因为宝丽的优势在高端护肤领域。”
The company, which began life in 1929 selling its products to housewives door-to-door, recognised that in order to keep the high-end Pola pand from flagging, it needed to strengthen the close relationship with its customers that had helped it to grow in its earlier years.
该公司于1929年创建，最初是将其产品挨家挨户地销售给家庭主妇。该公司意识到，为了让宝丽这个高端品牌不至于衰落，需要增强与消费者的紧密关系，是这些消费者在更早的时期帮助其发展壮大。
“The biggest step we took was to invite people to the salons, to understand their skin better and to build a relationship with customers,” says Mr Fujii.
藤井彰表示：“我们做出的最重要举措是，邀请人们到美容院来，更好地了解他们的肌肤，并与客户建立联系。”
The strategy has given the pand renewed vigour. As many as 60 per cent of new customers are in their 20s and 30s, and the average age of their customers has fallen by 20 years.
这一战略让该品牌重新焕发活力。在该公司的新客户中，高达60%的比例年龄在20多岁或30多岁，客户的平均年龄年轻了20岁。
“Deflation doesn’t mean that consumers won’t buy anything,” says Mr Nakajima at Fujifilm. “It’s just that they don’t buy wasteful things.”“通缩并不意味着，客户不买东西，”富士的中岛成博表示，“而是他们不会买没用的东西。”
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