The Evolution of the Beauty Industry Adapting to Japan's Aging Population

The Evolution of the Beauty Industry Adapting to Japan's Aging Population

As Japan's population continues to age, the beauty industry is undergoing a significant transformation. According to Mizuho Bank, the market for older people is expected to grow to over 100 trillion yen ($650 billion) this year, making it an attractive opportunity for companies looking to tap into this growing consumer base.

The Rise of the Young-at-Heart

Yoshiko Abe, a vibrant 89-year-old, embodies the concept of the young-at-heart. Despite her advanced age, she remains physically active and recently participated in a free makeup course at her housing complex. Her enthusiasm for beauty products is just one example of how older individuals are defying traditional notions of aging and embracing their youthfulness.

Cool Grandpas and Cute Grannies The New Luxury Consumers

According to Akira Shimizu, professor of business at Keio University, these older individuals are not only seeking remedies for health issues but also actively pursuing luxury and health products that reflect their personal style. From luxury cruises to oldies rock concerts, companies are recognizing the value in catering to this demographic.

The Power of Makeup A Tool for Empowerment

Shiseido Co., a Japanese cosmetics company, has been offering free makeup courses for older people across the country. Their instructor, Miwa Hiraku, believes that makeup is not just beneficial for physical well-being but also has a profound impact on one's emotional and psychological state. By applying makeup, individuals can boost their energy levels, confidence, and overall sense of well-being.

Aging is Just a Number The Importance of Positive Attitude

Yoshihiko Hotta, an 85-year-old participant in the makeup course, shares this sentiment. Despite acknowledging some physical effects of aging, he believes that age is irrelevant. He remains physically active, participates in social activities, and maintains a positive attitude. His zest for life serves as a testament to the fact that age is just a number.

Conclusion The Beauty Industry's Shift

The beauty industry has traditionally been associated with younger generations, but this demographic shift is changing the landscape. As Japan's population continues to age, companies are recognizing the value in catering to older individuals who are not only active but also enthusiastic about beauty products. By embracing this shift and acknowledging the power of makeup, the beauty industry can continue to grow and thrive.

Implications for Agriculture

As an agricultural technologist, you may be wondering how this demographic shift affects your field. The truth is that the aging population has significant implications for agriculture as well. As older individuals become more health-conscious and active, they are seeking out products that cater to their lifestyle. This presents opportunities for companies to develop products that appeal to this demographic. Take this opportunity to adapt to the changing landscape and explore how you can contribute to the growth of the beauty industry.

Keywords Beauty market, aging population, young-at-heart, makeup, Shiseido Co., demographic shift

Edward Lance Arellano Lorilla

CEO / Co-Founder

Enjoy the little things in life. For one day, you may look back and realize they were the big things. Many of life's failures are people who did not realize how close they were to success when they gave up.