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Brief Published: 2 Jan 2018

Shiseido Targets Gen X with Preventative Skincare


Premium Japanese brand Shiseido is launching a new skincare range in January 2018 that targets Gen X (aged 37 to 52) – a consumer group seemingly forgotten by brands.

The company’s biggest skincare range since 2014, Essential Energy encompasses three preventative anti-ageing moisturisers: Essential Energy Moisturising Gel Cream, Essential Energy Day Cream Broad Spectrum SPF 20 and Essential Oil Moisturising Cream.

Inspired by neuroscience, the products are based on the brand’s ReNeura Technology, which reawakens the skin’s ability to respond to skincare. The desired effect is for the skin’s responsive power to be heightened so that it can react more intuitively to outside stimulus or environmental stressors, and prevent any damage before it starts. Prevention is a key focus. This technology taps into the skin/brain connection discussed in Future Beauty: Accelerated Anti-Ageing, in which we explore the lucrative opportunity neurocosmetics presents for science-based brands.

The launch also wisely acknowledges the purchasing power of Gen X: 96% of US-based Gen X have money left after paying bills (Target Marketing, 2016). In addition, Gen X has a strong social media influence (see Engagement Opportunity: Gen X & Social Media), which has inspired Shiseido to adopt a multi-pronged marketing approach. This includes a global influencer programme, intended to create Gen X-aligned lifestyle content that’s highly shareable across all platforms.

Japanese-born British actress and model Sonoya Mizuno has been hired as the face of the brand, pushing the global appeal.

For more on Gen X, see Midults Move Up and Understanding Xennials.