Marketers court New Rich women

Written by: Rebecca Milner on July 25, 2008 at 2:21 pm | In Fashion & Lifestyle Trends, Marketing & Ad Trends |

Marketing forces have named two new female groups of “new rich” to be targeted for their impressive buying power: the “career rich class,” women now in the their 30s and 40s who are making over ¥10,000,000 in annual income and the “highly sensitive senior rich class,” housewives in their 40s and up with an annual household income of over ¥20,000,000.

Shiseido is clearly targeting these new rich with the latest products to be added to their premium Synergique line on the Clé de Peau Beauté brand, with 40g of cream priced upwards of ¥120,000.

These new ultra-premium products (pictured in insert above) join the existing Synergique line-up of more “moderately” priced ¥20,000 items (larger picture).

Meanwhile Pola’s Linea-Esse undergarment brand has debuted a line of lingerie aimed at the disposable incomes of career women aged 30-40, an age group typically expected to begin leaning towards the beige tummy squashing variety.

In contrast, the marketing for the “Princess Medallion” series conjures images of European royalty and manages to sneak some very of-the-moment macaroons into the ad (though I guess you’d have to chose one or the other).

These 40-something new rich even have their own TV show, Around 40, which detailed the life of a 39-year-old single and successful psychiatrist.

The popular miniseries ran from April to June 2008 on TBS, on Friday nights at 10pm (proving that the audience did have nearly as an exciting life as the heroine Satoko Ogata) and pushed this new demographic into the public eye.

Tags: beauty, cosmetics, Fashion, New Rich, Women
Category: Fashion & Lifestyle Trends, Marketing & Ad Trends
Other categories: Technology & Gadget Trends