As Japan's population ages, with over a quarter of citizens being 65 or older, brands like Shiseido are recognizing the potential of this demographic. Shiseido offers free makeup courses geared toward seniors, covering techniques such as eyebrow drawing and face massages. This initiative underscores the desire among older people, often labeled 'cool grandpas' and 'cute grannies,' to pursue beauty and style, debunking stereotypes about aging and exemplifying that beauty transcends age, making it an emerging focus for the fashion and wellness industries.
Shiseido Co. has been offering free makeup courses for the elderly, teaching them techniques like eyebrow drawing and face massages.
Experts note that older individuals, including 'cool grandpas' and 'cute grannies,' are seeking high-end products and maintaining stylish appearances.
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