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Makeup for men? How male cosmetics became the new normal in Japan

More even in middle age use products to lift spirits or improve work relations

Shiseido in October launched an online project that entices men in their 40s and older to put on makeup. 

TOKYO -- For generations, makeup has been seen as a thing for women only, but maybe not anymore. While wearing makeup has become common for young men in their teens and 20s, more men in their 30s and older are adjusting their skin tone and drawing eyebrows.

As cosmetics makers rush to release products focused on middle-aged men, makeup has become a "new normal" for businessmen.

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