Shiseido targets 50+ women in store

Shiseido plans to set up special counters for women aged 50+ at large general-merchandise stores and drugstores in Japan this March, with products and marketing activities tailored to that age group, according to a report in the Nihon Keizai Shimbun newspaper. In a few years, women in that demographic are expected to account for nearly half of all females in Japan. Shiseido believes that its failure to cater specifically to this age group is one reason for its sluggish sales in the domestic market.

Japan's cosmetics market has almost ceased growing in value since 2002 and declined slightly since 2009. Since Japan's population is both declining and aging, the country's demographic trends are working against a recovery in the market.

The new counters will offer skin care, makeup and other items from Shiseido's various brands. These will be grouped not by brand, but by intended use.

Since the target demographic tends to place more weight on word of mouth recommendation than advertising, Shiseido will not advertise the new sales counters. Instead, it will send employees to dance classes, gardening clubs and other groups frequented by older people to give out samples and hold beauty seminars.