Japan is the fastest-aging society in the world, where more than a quarter of its population is 65 and older, at 36 million people. In about a decade, the ratio will be one in three
Yoshiko Abe might be nearing her 89th birthday, but that hasn’t slowed her down one bit.
She’s a regular at her local gym and recently took part in a complimentary makeup course at her residential complex. “It was really helpful,” she beamed, radiating confidence with a fresh application of foundation and pink lipstick – a beauty ritual she hasn’t indulged in for quite some time.
Japan is witnessing an unprecedented rate of ageing, with over 25% of its population now over the age of 65, totalling 36 million citizens. In around ten years, this will escalate to one in every three people.
In response, companies across Japan are waking up to the value of this demographic. Dubbed ‘silver spending’, Mizuho Bank forecasts the market dedicated to the older generation will balloon beyond 100 trillion yen (about $650bn) this year.
But today’s booming business isn’t confined to health treatments or retirement living; it’s also rooted firmly in active consumerism, from cutting-edge AI to robotics offering novel services and gadgets. . Keio University’s Business Professor Akira Shimizu refers to the trendsetters as “cool grandpas and cute grannies” who have kept pace with fashion. “They think about the clothing and makeup that express their style,” he observed.
Savvy businesses recognise that today’s seniors want more than just comfort—they’re out socialising, dating, and keen to look their sharpest doing so. From luxury cruises to nostalgic rock gigs, there’s a growing recognition that aged doesn’t mean outdated, and brands are keen to cater to these stylish seniors’ desires, commented Shimizu.
Keeping up appearances is not only about looking good but also quite the physical workout, according to Miwa Hiraku from Shiseido. It turns out that nimbly opening cosmetic tubes and painting on perfect eyebrows are great exercises for hand dexterity. Massaging your face can kickstart your saliva glands!
Shiseido Co., with a history tracing back to its origins as a pharmacy in 1872, believes that makeup isn’t just a boost for one’s physique but also nourishment for the soul. Committed to this philosophy, the firm has been offering complimentary makeup classes nationwide for the elder set.
“Putting on makeup works as a switch to turn on your energy at the start of your day,” walks the talk, Hiraku, promising to maintain her makeup routine even when she hits the century mark. “It’s not just about looking beautiful. It’s about living a long healthy life,” she insists.
Among the attendees was 85 year old Yoshihiko Hotta, the sole gentleman in a group of about 30, who passed on the rouge but eagerly embraced the hand cream and participated in all the exercises. Despite feeling the toll of years with sore legs, he firmly maintains: “I don’t think age is relevant.”
