The Astalift series of cosmetics from Fujifilm.
2008 saw the release of a number of popular cosmetics lines targetting women in the 50-60 range. A craze for foods with high collagen content believed to have beautifying effects began in 2007, and in 2008 a number of collagen-based cosmetics went on the market.
One popular brand is the Astalift series of lotions, creams, and cleansers developed by Fujifilm, who applied their techniques of nanotechnology and collagen used in their photographic film products. The brand launched at the end of 2007, and expanded in the spring of 2008. Television ads feature 56-year-old Japanese folk singer Miyuki Nakashima.
Television ads for Astalift feature 56-year-old Japanese folk singer Miyuki Nakashima.
Keywords in this market niche are “moisture” and “elasticity,” with popular products claiming to restore moisture to skin, and elasticity in the skin around the mouth.
Shiseido’s Elixir Prior brand, launched in November, targets women in their 60s. Rather than boasting “anti-aging” properties, advertising for Elixir Prior focuses of “aging beautifully” and promotes an image of active older women. Kanebo’s new line of Chicca foundation and eye shadow is designed to suit the complexion and skin tones of women in their 60s.
The Elixir Prior brand from Shiseido promotes an image of active older women in its advertising.