5 Min Read |

Demand for cosmetics among seniors in Japan is growing fast.

At 99 years old, Kikue Fukuhara knows a thing or two about selling makeup to old people: She’s been talking about lotions, lipstick, and foundation for six decades. Fukuhara works for Pola Orbis Holdings Inc., one of Japan’s top cosmetics companies, and was recently recognized by Guinness as the world’s oldest beauty adviser. Her strategy: testing the merchandise on her own skin. “For makeup, there’s no day that I slack off out of 365 days,” she says. “It’s always important to keep up personal appearances.”

Selling lotions and cosmetics to women in their 50s, 60s, and older is a golden opportunity for…

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by Richard McKeon