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Brief Published: 22 Jul 2013

Beauty Brands Look to Millennials


Japanese luxury beauty brand Shiseido is set to launch an affordable skincare line for millennial women. Ibuki comprises seven products and a starter kit and is priced slightly lower than the brand’s mainline products in order to reach out to its chosen demographic. It is the first Shiseido collection to turn its attention to the youth market.

Focusing on the skincare concerns late teens and 20-somethings, such as lack of sleep, stress, oiliness and visible pores, Ibuki products combine the brand’s signature high-tech skincare science with accessible price points. For example, the Gentle Cleanser starts at $30 (£19.50), while the starter kit with a two-week supply of several products is priced at $25 (£16) for an easy entry point into the brand.

Ibuki is Shiseido’s first completely new skincare range in over eight years. The move is therefore significant and the brand clearly has faith in the millennial market.

Shiseido is not the only one. The Las Vegas edition of beauty tradeshow Cosmoprof was focused on young consumers, too. There was an abundance of the of nail art, temporary tattoos, body stickers and false eyelashes at the event – all designed for millennial customers. In addition, hair and skincare products designed for millennials was prominent with girlish packaging and youth-focused fonts designed to appeal to this new target market.