In 1960, Reiko B. Lyster answered a "help wanted" classified ad placed in this paper by Max Factor. She had no particular interest in working for a cosmetics company, but (having helped Marlon Brando on a film set just the year previously) the job as a translator appealed.
Forty-five years later, based in West Shinjuku, she heads up her own company, Elle International. "I'm the sole agent of Orlane in Japan. We also represent the Swiss nail-care company Mavala and France's GERnetic, a complete body-care system."
Along the windowsill of her office, innumerable pots of orchids and bouquets of flowers signify celebration. "I was 70 last month. Quite a turning point." Yet the word "retirement" is not in her vocabulary. Instead she is developing a new direction, one that while continuing to promote the value of women's external beautification acknowledges the importance of self-esteem for development and evolution.