A group of seniors is learning beauty secrets. They draw in their eyebrows, select their favorite lip color and apply blush.

The event is run by Japanese cosmetics company Shiseido Co. It's holding these free courses for older people across the country.

Japan is the fastest-aging society in the world. More than a quarter of its population is over 65 and older, at 36 million people. In about a decade, the ratio will be one in three.

This course is not just about makeup tips—it promotes useful skills for the elderly. It takes hand dexterity to open cosmetic tubes and draw eyebrows nicely, and massaging the face gets one's saliva glands going, according to Miwa Hiraku, the makeup class instructor.

The demographic is one businesses have traditionally been less interested in. But that is changing.

To begin with, the marketing I specialize in, I have generally targeted younger people up until now. … As the population structure changes, we must start paying attention to older individuals as well,” says Akira Shimizu, professor of business at Keio University.

The elderly market is estimated to grow to more than 100 trillion yen ($650 billion) in size this year, according to a study by Mizuho Bank. And that business isn’t just about remedies for sicknesses and old folks’ homes but taps into solid consumerism.

In fashion, for example, the people who I call ‘cool grandpas’ or ‘cute grannies’ tend to want to try high-end products. Additionally, unlike in the past, these people often have a lot of friends of the opposite sex, which is an important point. They feel the need to dress nicely and wear makeup, especially for men, who feel they should maintain a sense of cleanliness. I think this is an interesting aspect of the market, says Shimizu.

Shiseido Co., which started out as a pharmacy in 1872, prides itself on being an expert on health, stressing that makeup is not just good for your physical well-being but also your soul.

Just because they're older doesn't mean they want to give up on beauty and fashion.

This article was provided by The Associated Press.