Trends in Japan - CScout Japan Blog » Busy women get their own skincare lines

Busy women get their own skincare lines

Written by: Rebecca Milner on October 7, 2008 at 3:57 pm | In LIFESTYLE / FASHION, MARKETING IDEAS |

With winter just around the corner, cosmetics companies have moisturizer on the mind. Early indications show that “busy”—as in busy working women and busy mothers of young children—will be a key marketing buzzword.

AnnaDonna has a “Tired Skin Coating Suppli Moist Gel” targeting working women who need a long-lasting quick fix for the harsh affects of long hours and industrial strength air conditioners. The products function as an all in one with over 10 vitamins, hyaluronic acid, and co-enzyme 10. Meanwhile Dariya Cosme has launched “Mom’s Companion Pride,” another one step skin care product meant to simplify that contains a blend of the latest moisturizing elements.

The fact that marketers are creating two different target audiences—working women and mothers—for essential similar products is noteworthy in that it reflects a demand for individualized products. “Tired Skin Coating Suppli Moist Gel” costs ¥1,890 ($18) while “Mom’s Companion Pride” comes in less at ¥1,155 ($11).

Also worth mentioning is the October release of Shiseido’s new Revital Granas skin care line aimed at the 30-something market.

This mid-range products line, priced ¥1,890 to ¥15,750 ($18 to $149), ostensibly has it’s sights set on picking the designer bags of the growing number of career women feeling the first flush of the ageing process. The line will be available along with a digital skin analysis at department stores, following a launch at the posh Omotesando Hills shopping complex.