Makeup class for the elderly in their 90s

“It really helps,” she said, her face glowing after applying foundation and pink lipstick, something she had forgotten about for years.

Japan is the world's fastest aging country, with more than 36 million people over 65. In about a decade, the elderly will make up one-third of the country's population.

It's no surprise that "young at heart" people like Abe are increasingly becoming the target customers for Japanese businesses.

The senior market is estimated to reach more than 100 trillion yen this year, according to a study by Mizuho Bank.

This industry is not limited to health care products or nursing homes, but also taps into consumer demand. The development of artificial intelligence and robots also brings great potential for services and devices to support the elderly.

Keio University professor Akira Shimizu calls those who remain sensitive to trends, including the latest luxury and health products, "stylish grandpas and adorable grandmas."

Many companies are catching on to the fact that today's seniors are still active, like to go out and meet friends and date, so they want to dress well and look presentable. "They care about clothes and makeup to express their style," he said.

Taking care of your appearance is also a form of physical exercise, according to Miwa Hiraku, a makeup instructor at Japanese cosmetics company Shiseido. For example, opening a tube of cosmetics and drawing eyebrows requires hand flexibility, while massaging the face stimulates the salivary glands.

The company has been organizing free makeup classes for seniors across the country.

"Putting on makeup is like a switch that turns on energy at the beginning of the day," Hiraku said, adding that she will still wear makeup even when she turns 100.

The only man in a class of 30, 85-year-old Yoshihiko Hotta doesn't wear lipstick, but he likes to apply hand cream and complete the makeup tutorials.

He admitted feeling some of the effects of ageing such as sore feet, but declared: "I don't think age is a factor."