Shiseido targets Japan’s greying market with new skin care launch

Published: 21-Oct-2008

Japanese skin care company Shiseido is to launch a range of products specifically for the over 60s in its native country.


Japanese skin care company Shiseido is to launch a range of products specifically for the over 60s in its native country.

The new Elixir Prior range will go on sale in stores in Japan on November 21. The move follows Shiseido’s rival Kanebo Cosmetics launching a high-end cosmetics line targeted at women in the same age group earlier in the year.

Shiseido president, Shinzo Maeda, said of the launch: “We are going to see an unprecedented ageing of society but if you look at ageing people you will find many are much younger at heart than suggested by their ages. With the launch of Elixir Prior we want to attend to the needs of such positive seniors who have not found products suitable for them, up till now.”

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