Synopsis

While overall sales in department stores have lagged in recent years, their cosmetics departments have experienced a notable surge. In 2017, sales within these sections climbed 17% year-over-year, exceeding 500 billion yen. At one venerable department store in Nagoya, approximately 2,000 customers daily acquire their preferred makeup from a wide selection of renowned brands. Among them are an 88-year-old executive who consistently wears makeup, a young woman charting a new course in life with a