Noevir banks on emerging anti-ageing skin care trend

Published: 28-Jun-2013

The brand is looking to capitalise on the the growing market for products addressing early cosmetic changes in the skin


Japan’s Noevir Holdings Corp. is finding success with new anti-ageing products whose appeal rests on the idea that it is best to start taking precautions against ageing skin as early as possible.

The market for products addressing early cosmetic changes in the skin associated with ageing is booming in Japan. The most popular approach used by Japanese women against ageing are serum products but there has recently been growth in cleansing agents and facial washes that offer age protection benefits, according to Noevir.

Noevir has found that the new products in its Extra Series are performing well among the core group of users aged in their 40s. The series includes items such as Medicinal Cleansing Foam (¥10,500) and Medicinal Cleansing Massage Cream (¥15,750).

The products are based on serum capsules blended with liquid cosmetics. This formulation enables the products’ active ingredients to spread evenly across the skin and to penetrate better, according to Noevir, who added that sales are running almost 9% over target in the three months after first launching in the market.

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