Although the company currently markets a number of products aimed at mature women, this is the first time it has marketed a product specifically at this particular age category - one that is all too frequently overlooked by skin care companies.
However, with the first of the baby boomer generation now starting to reach this age category, combined with the fact that they are more affluent than previous generations and more fixated on youthful looks, new marketing potential is beginning to show.
Lancome told Women's Wear Daily that the product itself relies on a new calcium delivery system that concentrates on the fact that when women's skin ages calcium levels are often depleted, often leaving skin thinner and more sallow looking.
Traditionally calcium deficiency in older women has been associated with osteoporosis, but another, lesser known side affect, is skin aging. In promoting Platineum, Lancome will be drawing attention to its research and development in this area and will be targeting older women's awareness of its importance as part of a daily skincare routine.
The product will be launched in September in all Lancome's distribution outlets in the US and a 2.6-oz. jar is expected to retail for $132.
Currently the anti-aging category is reported to be worth around $7 billion, but with double digit growth, this still maturing category is expected to produce a number of niche categories in the coming years.
Euromonitor's Claire Briney believes that anti-aging products for older women will certainly be paving the wave, indicating that Lancome's latest launch, together with similar pioneering product launches from Jean D'Aveze and Vichy are the tip of the iceberg.
"Traditionally, the largest segment has been geared towards younger consumers, often younger than 40, who are experiencing the first signs of skin ageing," said Briney. "The key to products in this category has been prevention, rather than cure in the age old battle to fight back the years.
"However, in parallel with the growth of this segment, the market for products specifically aimed at older consumers is also starting to develop. Products in this sector tend to be more expensive and rely on scientific backing. This contrasts with products for younger markets, where a more natural and holistic approach to products tends to prevail."