Japanese skin care brand Kanebo has launched its first range of skin care products aimed exclusively at women aged over 60.
TWANY Glow (from ¥1,800) contains essential oils to help counteract the low sebum content of older skin. The range includes a cleansing cream, facial soap, lotion, emulsion and a cream. Each product has slight viscocity for easy application even with older hands and is packaged in an easy-to-hold oval-shapped bottle. The screw caps have fewer twists to make them easier to open.
Kanebo says women over 60 make up 17% of Japan's female population and almost 40% of those who use cosmetics. The per capita spending of this group s also the highest, and they tend to have a more positive attitude towards skin care than younger women.
Yukio Makino, Brand Manager of TWANY, explained: "Women in their 60s belond to Japan's baby boomer generation, which has been at the forefront of mass consumptionm and they care about their appearance." He added: "Our research revealed that 90% of these women use skin care on a daily or almost daily basis, which is a higher ration than for younger generations."
"Until recently in Japan, emphasis was placed on young and middle-aged customers and women in their 50s and older tended to get grouped into one big segment. But women in their 60s – who represent the majority of Japan's cosmetics-using population – skin care that fulfills their particular lifestyles, spending patterns and beauty needs is essential," Makino adds.
