Beauty market shifts to target young people in the heart in a swiftly aging Japan

Yoshiko Abe is ready to return 89, but this has not stopped her from going to the gym daily and trying the free composition course in her home complex.

“It was really useful,” she said, all smiles and shone after laying the pink foundations and lipstick, something she had not done for years.

Japan is a fastest aging society in the world, where more than a quarter of its population is 65 years old and older, in 36 million people. In about a decade, the ratio will be one in three.

No wonder the young man in the heart, like Abe, is a growing target for Japan Inc.

The market for older people is estimated to grow to more than 100 trillion yen ($ 650 billion) in size this year, according to a study by Mizuho Bank.

And that business is not just about remedies for the diseases and homes of old people, but it gets into strong consumerism.

Increasing artificial intelligence and robotics also provides promises for such services and tools.

Akira Shimizu, a business professor at Keio University, calls them “Bigas Cool and Cute Grannies” who remain sensitive to trends, including the latest luxury and health products.

“They think of the dresses and makeup that express their style,” he said.

From luxury cruises and rock concerts “Oldies”, companies are using the fact that older people these days remain active, go out with friends and on dates, so they want to dress and look good, said Shimizu.

Maintaining one’s appearance is good physical exercise because it requires the ability to open cosmetics and pull the eyebrows beautifully, and facial massage gets one’s salivary glands, according to Miwa Hiraku, the Makeover class instructor from the Japanese cosmetics company.

Shiseido Co, which began as a pharmacy in 1872, said the composition is not only good for your physical well -being, but also your soul.

The company has maintained free cosmetics for the elderly across the country.

“The makeup’s dress functions as a switch to ignite your energy at the beginning of your day,” said Hiraku, who vows to wear makeup at 100.

“It’s not just about it you look beautiful. It’s about living a long healthy life, ”she said.

Yoshihiko Hotta, 85, the only man in the class of about 30 people, did not try Rouge but fortunately put on his hands cream and went along with all training routines.

While admitting that he felt some aging effects like his feet, he stated with conviction: “I don’t think age is important.”