Japanese cosmetics firms tap into mature market

Japan's cosmetics companies are adding new products to their line-ups as they seek to increase their appeal to the growing mature market - and break a few taboos in the process.

A decade after Kanebo Cosmetics Inc. released Evita - the first brand specifically targeted at the "over 50" sector of the market - the company has added a number of products to the range.

These include moisturizing milks and creams specifically created for older skin and ranging from a mere Y300 (€2.65) to Y2,800 (€24.78), the company said.

When Evita was launched in October 2000, it caused a stir in Japan because until then, it had been an unwritten rule to never specify a target age in cosmetics marketing - particularly in the mature sector, the company said. By taking a chance, Kanebo struck a chord and within seven years Evita had bloomed into a mega-brand with annual sales in excess of Y10 billion (€88.49 million).

"When they hit 50, women reach a turning point in lifestyle," said Chizuru Ishikawa, manager of the Self Selection Brand Products Development Group at Kanebo. "They gain more leeway with time and money, and this brings more opportunities for leisure. They also think more about beauty care and take a renewed interest in sun care, fashion, lipstick, and other makeup items.

"Women in their 50s have different skin concerns to women in their 30s and 40s," she said. "Dryness can become a big problem. The intensive moisturizing focus in Evita sets the brand apart from cosmetics made for younger skin."

Other cosmetics firms soon realized the possibilities among older consumers, with Shiseido Co. launching its Elixir Prior series in late 2008 "to draw out the beauty of women aged 60 and older."

Research carried out by Japan's largest cosmetics company showed that the segment of women aged between 60 and 69 accounts for 19 percent of the entire cosmetics market and is worth around Y670 billion (€5.93 billion) a year. And with Japan's population aging - as it is in many nations around the world - there is huge potential in this sector, Shiseido concluded.

Kanebo has also announced plans to add to its Chicca range of cosmetics, aimed at women in their 60s and described by the company as "new matures."

On February 2, Kanebo will release 19 new products in a selection of new colors for Spring 2011, ranging from Y2,100 (€18.56) to Y7,350 (€64.95), the company said.

http://www.kanebo-cosmetics.co.jp/global/


http://www.shiseido.com/index.htm

JR

PROMOTED VIDEO
Life and Style
ebookNow available in paperback
Life and Style
ebooksA superb mix of recipes serving up the freshest of local produce in a delicious range of styles
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

ES Rentals

    iJobs Job Widget
    iJobs Fashion

    Recruitment Genius: Canteen Manager Required

    Negotiable: Recruitment Genius: This is an opportunity to join the UK's Frozen...

    Recruitment Genius: Canteen Assistants Required

    Negotiable: Recruitment Genius: This is an opportunity to join the UK's Frozen...

    Recruitment Genius: Facilities & Operational Administrator

    £20000 - £25000 per annum: Recruitment Genius: An exciting position has risen ...

    Ashdown Group: Sales Support - Buckinghamshire - £25,000

    £20000 - £25000 per annum + benefits: Ashdown Group: Internal Sales Executive ...

    Day In a Page

    Jeb Bush vs Hillary Clinton: The power dynamics of the two first families

    Jeb Bush vs Hillary Clinton

    Karen Tumulty explores the power dynamics of the two first families
    Stockholm is rivalling Silicon Valley with a hotbed of technology start-ups

    Stockholm is rivalling Silicon Valley

    The Swedish capital is home to two of the most popular video games in the world, as well as thousands of technology start-ups worth hundreds of millions of pounds – and it's all happened since 2009
    Did Japanese workers really get their symbols mixed up and display Santa on a crucifix?

    Crucified Santa: Urban myth refuses to die

    The story goes that Japanese store workers created a life-size effigy of a smiling "Father Kurisumasu" attached to a facsimile of Our Lord's final instrument of torture
    Jennifer Saunders and Kate Moss join David Walliams on set for TV adaptation of The Boy in the Dress

    The Boy in the Dress: On set with the stars

    Walliams' story about a boy who goes to school in a dress will be shown this Christmas
    La Famille Bélier is being touted as this year's Amelie - so why are many in the deaf community outraged by it?

    Deaf community outraged by La Famille Bélier

    The new film tells the story of a deaf-mute farming family and is being touted as this year's Amelie
    10 best high-end laptops

    10 best high-end laptops

    From lightweight and zippy devices to gaming beasts, we test the latest in top-spec portable computers
    Michael Carberry: ‘After such a tough time, I’m not sure I will stay in the game’

    Michael Carberry: ‘After such a tough time, I’m not sure I will stay in the game’

    The batsman has grown disillusioned after England’s Ashes debacle and allegations linking him to the Pietersen affair
    Susie Wolff: A driving force in battle for equality behind the wheel

    Susie Wolff: A driving force in battle for equality behind the wheel

    The Williams driver has had plenty of doubters, but hopes she will be judged by her ability in the cockpit
    Adam Gemili interview: 'No abs Adam' plans to muscle in on Usain Bolt's turf

    'No abs Adam' plans to muscle in on Usain Bolt's turf

    After a year touched by tragedy, Adam Gemili wants to become the sixth Briton to run a sub-10sec 100m
    Calls for a military mental health 'quality mark'

    Homeless Veterans campaign

    Expert calls for military mental health 'quality mark'
    Racton Man: Analysis shows famous skeleton was a 6ft Bronze Age superman

    Meet Racton Man

    Analysis shows famous skeleton was a 6ft Bronze Age superman
    Garden Bridge: St Paul’s adds to £175m project’s troubled waters

    Garden Bridge

    St Paul’s adds to £175m project’s troubled waters
    Stuff your own Christmas mouse ornament: An evening class in taxidermy with a festive feel

    Stuff your own Christmas mouse ornament

    An evening class in taxidermy with a festive feel
    Joint Enterprise: The legal doctrine which critics say has caused hundreds of miscarriages of justice

    Joint Enterprise

    The legal doctrine which critics say has caused hundreds of miscarriages of justice
    Freud and Eros: Love, Lust and Longing at the Freud Museum: Objects of Desire

    Freud and Eros

    Love, Lust and Longing at the Freud Museum