At nearly 89 years old, Yoshiko Abe shows no signs of slowing down. Despite her age, she is a regular at her local gym and recently participated in a free makeup course offered at her housing complex.
“It was really helpful,” Abe said, smiling broadly after applying foundation and pink lipstick — a routine she hadn’t followed in years. “I feel rejuvenated.”
Japan, the world’s fastest-aging society, is home to a rapidly growing population of seniors. More than 36 million people, or over a quarter of the population, are aged 65 or older. That number is expected to rise to one in three by the mid-2030s.
This demographic shift has created new opportunities for businesses eager to cater to the “young-at-heart” consumer. According to a recent study by Mizuho Bank, Japan’s senior market is expected to surpass 100 trillion yen ($650 billion) this year.
Unlike traditional sectors focused on healthcare and elderly care, this expanding market is driven by active consumerism. With advances in artificial intelligence and robotics, companies are increasingly providing products and services designed to meet the diverse needs of older adults.
Active and Stylish Seniors
Keio University business professor Akira Shimizu notes that the “cool grandpas and cute grannies” of today remain attuned to modern trends, including luxury goods and health products.
“They think about the clothing and makeup that express their style,” Shimizu explained.
Today’s seniors are not only frequenting luxury cruises and attending “oldies” rock concerts, but they are also eager to look their best. Many still enjoy going out with friends or going on dates, prompting a demand for products that help them maintain their appearance.
Cosmetic Care as Exercise
Shiseido Co., one of Japan’s leading cosmetics companies, is capitalizing on this trend. The company has long been dedicated to the well-being of older adults and offers free makeup classes across the country.
Miwa Hiraku, an instructor at Shiseido, explains that applying makeup can be a form of physical exercise, as it requires hand agility and facial muscle movement. “Massaging the face also helps stimulate the saliva glands,” she said.
Beyond the physical benefits, Hiraku believes makeup has an emotional impact. “It’s not just about looking beautiful; it’s about maintaining a positive, healthy lifestyle,” she said. “Makeup can be the switch that energizes you at the start of the day.”
Defying Age
During a recent class in Tokyo, Abe was joined by others eager to learn the art of makeup. While most participants were women, Yoshihiko Hotta, 85, was the only man in the class. Though he didn’t try the rouge, he eagerly participated in the other activities, including applying hand cream and following the exercise routines.
Acknowledging some of the physical challenges that come with aging, Hotta remained upbeat. “I don’t think age is relevant,” he said with conviction.
As Japan’s population continues to age, companies and individuals alike are discovering that there’s much more to the senior market than just healthcare. For the “young-at-heart,” maintaining one’s appearance and well-being is not only a matter of vanity, but also a way to live a longer, more fulfilling life.
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