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Beauty market shifts to target the young at heart in a rapidly aging Japan
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Women try on the lipstick of the color they like as they take part in a special makeup class at a community center room in Tokyo, on Feb. 14, 2025. - photo by AP Photo/Yuri Kageyama
TOKYO (AP) — 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.