Japan as we know has an aging population. So it is not surprising that Shiseido will launch the line Elixir Prior to serve their clients over 60 on November 21. The line will include a cleanser, two moisturizers and a sunscreen.
The population over 60 is a considerable size of the cosmetic market in Japan and a very attractive one since competition is smaller here. I am waiting to see their advertising for these products, similar products in the US are being advertised with the likes of Diane Keaton.
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