TOKYO — As Yoshiko Abe approaches her 89th birthday, she remains committed to her daily gym routine and has recently taken part in a complimentary makeup course at her residential complex.
“It was really helpful,” she expressed, beaming with joy after applying foundation and pink lipstick, a practice she hadn’t engaged in for years.
Japan holds the title for being the fastest-aging nation globally, with over a quarter of its population—approximately 36 million people—aging 65 and above.
In the near future, this demographic is expected to reach one in three residents, underscoring a societal shift.
It’s no surprise that the vibrant segment of the older population, represented by individuals like Abe, is becoming increasingly significant for businesses in Japan.
A recent study from Mizuho Bank forecasts that the market targeting older consumers will surpass 100 trillion yen (around $650 billion) this year.
This burgeoning market doesn’t merely focus on healthcare solutions or senior living facilities; it also encompasses a strong consumer culture.
Additionally, advancements in artificial intelligence and robotics offer new possibilities for products and services catering to this demographic.
Akira Shimizu, a business professor at Keio University, refers to these older individuals as “cool grandpas and cute grannies,” who remain in tune with contemporary trends, including fashionable luxury items and health products.
“They consider the clothes and makeup that showcase their personalities,” he pointed out.
From luxurious cruises to concerts featuring classic hits, businesses are capitalizing on the fact that many seniors today lead active lifestyles, socialize, and engage in dating, fueling their desire to look their best, according to Shimizu.
Aesthetics can be beneficial for physical health, as manipulating cosmetics tubes and applying makeup requires dexterity, and facial massages stimulate saliva production, explained Miwa Hiraku, the instructor for the makeover class affiliated with the cosmetics brand Shiseido.
Shiseido, which originated as a pharmacy in 1872, advocates the idea that makeup contributes positively not only to physical health but to mental well-being too.
The company has initiated free makeup workshops for the elderly throughout the nation.
“Applying makeup can serve as a catalyst to energize you at the start of the day,” Hiraku remarked, emphasizing her own commitment to wearing makeup even at 100.
“It’s not merely about enhancing beauty; it’s about leading a long and healthy life,” she added.
Yoshihiko Hotta, 85, the sole male among roughly 30 participants, opted out of applying blush but eagerly used hand cream and participated in all the exercises.
Despite experiencing some signs of aging, such as leg discomfort, he confidently stated: “I don’t think age is relevant.”
