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TOKYO : Japan is one of the world's fastest aging nations, and a growing number of cosmetic firms is turning this to their advantage by targeting women aged 40 and above.
Make-up for mature women was practically non-existent in the past - but not anymore.
In March, one of Japan's largest cosmetic makers launched a new brand which seems to be getting a positive response.
Yoshie Eguchi, a 73-year-old customer, said: "I've been made-up with a pat. It's not heavy. It's not like I've been really made up. It feels light."
Junko Asaka, Associate General Manager, Prestige Marketing Group, Kanebo, said: "Those in their 50s, 60s... many Japanese ladies groom themselves nicely.
"But there's one point that's been missing. Their make-up base has a matte finish, and there's no sheer. The Chicca brand places emphasis on the sheer."
The brand's eye shadows and lipsticks seem to be well received too as they bring a lighter colour to the aging skin.
The brand is also attracting a wider range of customers than expected. It includes women as young as in their 30s and 40s.
Even a pharmaceutical company has launched a 'well-aging project'.
This includes an introduction of a new line of skincare products, and also the opening of a skincare clinic in Tokyo in January.
A machine claimed to be normally used only at research centres is used at the clinic to check the state of one's skin, including stains, redness and wrinkles. And it can predict what one's skin may be like in five years.
Then, with data in hand, Dr Toshiko Katayama will provide counselling. Treatments include removing stains - which is the number one concern of most patients.
Other treatments available at the clinic include chemical peels, botox and garlic shots, which are said to boost one's energy. Many of the simple operations are conducted by the nurses at the clinic.
Some of the skin treatments, including surgery which Dr Katayama conducts, can be subsidised by Japan's national health insurance policy..
Chizuko Kayaki, Aohal Project, Rohto Pharmaceutical, said: "Our theme is to live an even better life. We specialise in preventive medicine. This beauty dermatology, we feel, will serve as a measure to heighten people's motivation towards aging care."
For the pharmaceutical company, this institute also serves as a place where they can collect data from visitors and reflect their findings in the development of new anti-aging products. - CNA/ms
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