(image and info from www.nikkei.co.jp)
Shiseido‘s skincare and base makeup range, Elixir Superior, targets those in their thirties and forties. On November 21st, a new Elixir range, Elixir Prior, will be launched in Japan and will target consumers in their sixties.
According to Nikkei Net, in 2007, the beauty market for those over sixties occupies 19% of the whole beauty market in Japan and shows a remarkable 104% increase from 2006. The launch of Elixir Prior is responding to this market shift.
The launch lineup will include a face soap, a toner, a moisturizing lotion, a moisturizing cream, and a daytime sunscreen (SPF 30, PA+++). I am sure the line will be expanded later on.
This launch happens to echo what I mentioned earlier about the launch of Voce Platinum, the beauty magazine for more mature readers. It seems that we are witnessing a new dimension in the Japanese beauty scene.
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