Trends in Japan - CScout Japan Blog

Busy women get their own skincare lines

Written by: Rebecca Milner on October 7, 2008 at 3:57 pm | In Fashion & Lifestyle Trends, Marketing & Ad Trends | No Comments

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.

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

Marketers court New Rich women

Written by: Rebecca Milner on July 25, 2008 at 2:21 pm | In Fashion & Lifestyle Trends, Marketing & Ad Trends | 1 Comment

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.