Success For Skin Care Targeting 60+ Women

November 9, 2009 | By Kim Walker

Euromonitor calls it a success. Late last year, Shiseido’s launched a skincare and base makeup range called Elixir Prior, targetted at women in their sixties.

According to Nikkei Net, in 2007, the beauty market for women 60+ occupies 19% of the whole beauty market in Japan and showed a remarkable 104% increase from 2006. The launch of Elixir Prior is responding to this market shift.

The lineup includes a face soap, a toner, a moisturizing lotion, a moisturizing cream, and a daytime sunscreen (SPF 30, PA+++).

See the supporting TV commercials below. Very dignified. The ‘plot’ is quite obvious so you don’t need to understand Japanese. Don’t try to make sense of the English music backing, it’s just used for ‘mood’.