TOKYO — As Japan’s population continues to age, companies are turning their attention towards the growing market of older citizens. At the forefront of this trend is Yoshiko Abe, an 89-year-old who defies age stereotypes by going to the gym every day and trying out a free makeup course at her housing complex.
Abe, beaming with joy and confidence after putting on foundation and pink lipstick, expresses how helpful the experience was and how it is something she hadn’t done in years. Her enthusiasm is a testament to the fact that age is just a number and that older people are not only capable but also eager to participate in activities that are traditionally associated with the younger generation.
Japan currently has the largest percentage of older citizens in the world. With over 36 million people aged 65 and above, accounting for more than a quarter of the population, it is no surprise that businesses are targeting this demographic. According to a study by Mizuho Bank, the market for older people is estimated to reach over 100 trillion yen ($650 billion) this year. This market is not just limited to healthcare and retirement homes but also taps into the growing consumerism among older citizens.
The advancement of technology, specifically artificial intelligence and robotics, has also opened up new possibilities for services and products catered towards older people. Akira Shimizu, a professor of business at Keio University, refers to them as “cool grandpas and cute grannies” who are still attuned to trends and interested in luxury and health products. They are not just passive consumers, but active participants in the market.
From luxury cruises to “oldies” rock concerts, companies are capitalizing on the fact that older people today are more active and social than ever before. They go out with friends, on dates, and want to look good while doing so. Shimizu explains that maintaining one’s appearance is not just a superficial concern, but also a form of physical exercise. The hand agility required to open cosmetics and apply makeup, along with facial massages, can have a positive impact on one’s overall well-being.
Leading cosmetics company Shiseido Co. also recognizes the importance of makeup for older people. The company, which dates back to 1872, believes that makeup is not just good for physical well-being but also for the soul. In line with this belief, Shiseido has been organizing free makeup courses for older people across the country.
Miwa Hiraku, the instructor for one of these courses, emphasizes the benefits of makeup beyond just appearance. She explains that putting on makeup can be a source of energy and motivation for the day ahead. Her vow to wear makeup even at 100 years old is a testament to the fact that age should not limit one’s desire to look and feel good. “It’s not just about looking beautiful,” she says, “It’s about living a long and healthy life.”
Yoshihiko Hotta, an 85-year-old man, is the only male participant in Hiraku’s makeup class, but he is more than happy to join in on the activities. While he may feel the effects of aging, such as sore legs, he firmly believes that age is irrelevant. His positive outlook and willingness to try new things is a reminder that age should not define us, but rather, we should define our age.
In a society that often associates aging with decline and limitations, it is refreshing to see companies and individuals embracing and celebrating the older generation. As the saying goes, age is just a number, and it is heartening to see that this sentiment is being put into action in Japan. Yoshiko Abe and Yoshihiko Hotta are just two examples of the many “young-at-heart” individuals who are leading the way towards a more inclusive and age-positive society.
