Beauty Trends In Japan, Grandmothers And Grandmothers Participate In Makeup Class Due To Population Crisis

Grandmother in Japan took a makeup class because of the population crisis (Tube/AP News)

JAKARTA - Japan, with its uniqueness in culture and beauty, continues to be the center of innovation for beauty trends in Asia and even the world. Most recently, there is an interesting phenomenon that has emerged related to the population crisis that is currently engulfing this country, namely grandmothers starting to take makeup classes.

Reported by VOI from the AP News page on Friday, February 21, one of the grandmothers who took part in the makeup class was 89-year-old Yoshiko Abe. In addition to trying out free makeup courses at his housing complex, he also regularly goes to the gym every day.

"This is very helpful," he said with a wide smile and a glowing face after wearing a pink foundation and lipstick, which he had not done for a long time.

Japan is the world's fastest-aging society, with more than a quarter of the country's population aged 65 years and over, reaching 36 million people. In about a decade, comparisons are expected to be one in three people.

Grandmothers like Abe are certainly the main targets for companies in Japan. According to a study from Bank Mizuho, the market for the elderly is expected to grow to reach more than 100 trillion yen this year.

And this market is not only related to treatment or nursing homes, but also penetrates a solid world of consumerism. Artificial intelligence (AI) and robotics also provide hope for these gadget services and products.

Akira Shimizu, a business professor from Keio University, called them 'cool cows and imu grandmothers' who remain sensitive to trends, including the latest luxury and health products.

"They think of clothes and makeup that express their style," said Shimizu.

"From luxury shipping to old rock concerts, companies take advantage of the fact that parents are currently active, go hang out with friends, even date, so they want to dress up and look interesting," he added.

According to Miwa Hiraku, a makeover class instructor from Japanese cosmetics company, Shiseido, who takes care of appearances is considered a good physical exercise because it requires hand agility to open cosmetic tubes and draw eyebrows neatly, as well as massage a face that can stimulate the saliva gland.

Shiseido Co., which started as a pharmacy in 1872, said that makeup is not only good for physical health, but also for the soul. The company has held free makeup courses for parents across Japan.

"Wearing makeup serves as a switch to turn on your energy early in the day," said Hiraku, who promised to keep wearing makeup even though he was 100 years old.

"It's not just about looking beautiful. It's about a healthy life and a long life," he added.

Yoshihiko Hotta (85) is the only man in a class containing about 30 people, not trying to use red powder, but is happy to apply hand cream and follow all training routines.

Despite acknowledging that he felt some effects of aging such as sore legs, he emphatically stated, I don't think age is a relevant thing.

With this market growing, Japan shows that even though the body is aging, the spirit is maintained and valued.