An 89-year-old woman, Yoshiko Abe, is defying stereotypes by hitting the gym every day and attending a free makeup course at her housing complex. Her enthusiasm for staying active and trying new things showcases a growing trend in Japan, the fastest-aging society in the world. With over a quarter of its population aged 65 and older, totaling 36 million people, the country is shifting its focus to cater to the needs and desires of the elderly population.
Market analysts predict that the market for older individuals in Japan is set to exceed 100 trillion yen (approximately $650 billion) this year. This growth isn’t solely centered around healthcare solutions and retirement homes; instead, it delves into the realm of consumerism, targeting a demographic that remains active, social, and interested in the latest trends and products.
According to Akira Shimizu, a business professor at Keio University, older individuals are becoming known as ‘cool grandpas and cute grannies’ who are invested in their appearance and style. From luxury cruises to rock concerts tailored for older audiences, companies are capitalizing on the fact that seniors today are eager to enjoy life, spend time with friends, and embrace new experiences. This shift in mindset has paved the way for businesses to offer a variety of products and services that cater to the needs of this demographic.
Shiseido Co., a renowned Japanese cosmetics company, recognizes the importance of makeup not just for physical appearance but also for mental well-being. The company has initiated free makeup classes nationwide, aiming to empower older individuals to feel confident and rejuvenated through cosmetic application. Miwa Hiraku, a makeup instructor at Shiseido, emphasizes that makeup can be a powerful tool to kickstart one’s day and foster a sense of vitality.
During one of these makeup classes at a Tokyo housing complex, Yoshihiko Hotta, an 85-year-old man, participated enthusiastically despite being the only male attendee. While he opted out of applying rouge, he engaged in hand cream application and exercise routines with zeal. Hotta’s unwavering spirit and belief that age is irrelevant highlight the changing perceptions towards aging in Japan.
As the country grapples with an aging population, the beauty market is undergoing a transformation to meet the evolving needs of seniors. By recognizing the desire of older individuals to stay active, social, and stylish, businesses are tapping into a lucrative market that values health, wellness, and self-expression. The convergence of technology, fashion, and healthcare is paving the way for a more inclusive and age-positive society, where individuals like Yoshiko Abe and Yoshihiko Hotta can thrive and inspire others to embrace the beauty of aging gracefully.
