Beauty market shifts to target the young at heart in a rapidly aging Japan
 

Yoshiko Abe is about to turn 89, but that hasn’t stopped her from going to the gym every day and trying the free-of-charge makeup course at her housing complex.

“It was really helpful,” she said, all smiles and glowing after putting on foundation and pink lipstick, something she hadn’t done in years.

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.

No wonder the young-at-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 isn’t just about remedies for sicknesses and old folks’ homes but taps into solid consumerism. The growth of artificial intelligence and robotics also offers promise for such services and gadgetry.

Akira Shimizu, professor of business at Keio University, calls them “cool grandpas and cute grannies” who remain sensitive to trends, including the latest luxury and health products.

“They think about the clothing and makeup that express their style,” he said.

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

Putting on makeup works as a switch to turn on your energy at the start of your day,” said Hiraku, who vows to wear makeup even at 100.

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

Source : https://apnews.com/article/japan-beauty-market-aging-health-lifestyle-73bb6eba704846a3427865c26059cc3b

Comprehension

How old is Yoshiko Abe?
What new activity did Abe try at her housing complex?
Why is Japan considered the fastest-aging society in the world?
How large is the market for older people in Japan expected to be this year?
Besides healthcare, what other industries are benefiting from the growing elderly population?
What does Akira Shimizu call older adults who keep up with fashion and trends?
Why do some older adults in Japan want to wear makeup and dress well?
What does Hiraku say about makeup and aging?

Discussion

What do you think about the idea of "cool grandpas and cute grannies"? Do you know any elderly people who stay fashionable and active?
In many cultures, old age is often associated with slowing down. How does this article challenge that idea?
What are some benefits of staying active, social, and stylish as people age?
In your country, are there businesses or services that cater specifically to older adults? What kinds?
How can technology, such as AI and robotics, help support an aging population?
Do you think fashion and beauty should have an age limit? Why or why not?
If you live to be 100, how do you hope to spend your time?
What advice would you give to someone who wants to stay healthy and active as they age?

Vocabulary

Housing complex – A group of apartment buildings or houses managed together.
Consumerism – The buying and selling of goods and services.
Luxury – Expensive and high-quality products or experiences.
Leveraging – Using something to gain an advantage or benefit.
Sensitive to trends – Aware of and interested in the latest styles and ideas.
Gadgetry – Small technological devices or tools.
Makeup course – A class teaching how to apply beauty products.
Vow – To make a strong promise.