On October 16, 2015, Kanebo Cosmetics launched Twany Glow, a new skincare line mainly targeting women in their 60’s from Twany, one of its core domestic skincare brands. Women in their 60s comprise 17% of the female population in Japan’s and 40% of the total cosmetics-using population of women aged 15 -89.
An important population
Furthermore, the per capita spending in households of the 60 - 69 age group is the highest, and money spent on cultural activities, leisure, and social entertainment is also higher than those in the younger age brackets. This generation is also highly conscious about beauty matters and has a positive attitude towards skincare.
“Women in their 60’s belong to Japan’s baby boomer generation, which has been at the forefront of mass consumption, and they care about their appearance. Our research revealed that 90% of these women use skincare on a daily or almost daily basis, which is a higher ratio than for younger generations,” observes Yukio Makino, brand manager of Twany. Yet, due to the post-retirement decrease in average household incomes, a 2014 Kanebo survey reveals that women over 60 are inclined to constrain their cosmetics expenses without having to trade down to products of lesser qualities.
Compared with women in their 50’s, studies also show specific need of older women. After the menopausal years they experienced changes in their skin. The sebum content in the skin decreases, the skin’s temperature can lower more easily, and conventional skin care items that place importance on moisturizing can no longer adequately address problems of dryness.
“Until recently in Japan, emphasis was placed on young and middle-aged customers and women in their 50’s and older tended to get grouped into one big segment. But for women in their 60’s - who represent the majority of Japan’s cosmetics-using population - skin care that fulfills their particular lifestyles, spending patterns, and beauty needs is essential” adds Yukio Makino.
The Twany Glow line was developed to address the specific needs of skins that tend to have low sebum content. Five products are available for daily skin care: cleansing cream, facial soap, lotion, emulsion, and cream.
These basic skin care items are priced slightly lower than conventional Twany cosmetics.
Kanebo has also paid particular attention to the packaging design. Taking into consideration that the power to grasp can weaken with age, the package was specially made for easy grasping. The cap was made to open easily, and the bottle was devised to be less prone to slip out of the hands. To prevent breakage, the package is made of light-weight plastic in an easy-to-hold oval-shaped cylindrical form, and the screw cap is designed to open with fewer twists. Strategic parts of the bottle and the cap have been done in relief to prevent slippage.
As far as distribution is concerned, Twany is sold mainly through free-standing cosmetics specialty stores, often found in regional cities or local shopping areas in larger cities.