Care and colour: Shiseido’s Prior to launch eye shadows with skin ageing care benefits

By Amanda Lim

- Last updated on GMT

Prior is set to launch a line of eye shadows with skin-loving ingredients. [Shiseido / Prior]
Prior is set to launch a line of eye shadows with skin-loving ingredients. [Shiseido / Prior]

Related tags make-up Colour cosmetics Cosmetics COVID-19

Shiseido-owned beauty brand Prior is set to launch a line of eye shadows with skin-loving ingredients that it claims can counter signs of ageing for women over 50.

Prior is a Japanese beauty brand established in 2015 dedicated to mature women aged 50 and above.

The brand is available primarily available in its domestic market and offers a range of skin care, hair care, body care and make-up products.

In October, the brand is set to debut Beautiful Eye Cream Colour, a cream eye shadow in a stick format that claims to care for the eye area with ingredients such as Argan oil and hyaluronic acid.

According to the brand, the multifunctional eye product can hydrate and brighten the eye area while also concealing wrinkles and dullness.

It was developed to “feel like skin care”​ and will be available in four soft pastel colours – beige, brown, pink and lavender – and gives a glossy, bright finish.

Hybrid hero

In light of the COVID-19 pandemic, the focus on personal health have pushed cosmetic companies to develop make-up products with skin-loving benefits.

According to the brand, the development of this product was also influenced by the increased focus on the eyes given the prevalence of mask-wearing.

According to a survey of 1,083 women that Shiseido conducted in December 2020, women in their 50s to 70s noted that highlights around the area increased the impression of happiness by around 27%.

Previously, CosmeticsDesign-Asiareported​ that Shiseido Japan CEO Norio Tadakawa said that Japanese consumers were likely to continue wearing masks for the foreseeable future even if it is no longer mandatory.

As such, the firm was working to tap into new opportunities, such as eye care and eye make-up products.

Furthermore, the company said has identified new opportunities among mature consumers as it has observed a growing interest in cosmetic products among older consumers.

“As we are seeing more active seniors, we know that the senior demands will increase. So, we will enhance our proposals to the senior market, including further R&D efforts,”​ said Tadakawa.

Japan is a rapidly ageing market. According to the Statistics Bureau of Japan, one in every four persons in Japan is aged 65 and above. In 2020, this population was 36.19 million and accounted for 28.8% of the total population.

As such, Prior is set to be an important brand for Shiseido moving forward. This year, it has already released several new products, including the new Prior Wrinkle Gel which debuted in August.

The product features the firm’s skin corset technology to improve the appearance of wrinkles while also suppressing melanin production to prevent the development of spots.

Related news

Related products

Acme-Hardesty Expands Product Line into Canada

Acme-Hardesty Expands Product Line into Canada

Content provided by Acme-Hardesty Company | 07-Jul-2023 | Product Brochure

Acme-Hardesty’s latest expansion into Canada includes Resplanta®, Botaneco®, and BYK from our partners Sharon Personal Care and Eckart Effect Pigments...

Get your skin ready for summer

Get your skin ready for summer

Content provided by Robertet Health & Beauty | 28-Jun-2023 | Product Brochure

Sunbathing at the beach is the first UV-related skin damage that comes to mind. Whereas, enjoying a coffee on a terrace under the sun can be as harmful.

Create gentler, eco-friendly personal care

Create gentler, eco-friendly personal care

Content provided by Covation Bio™ PDO | 22-Jun-2023 | White Paper

Zemea® propanediol is a 100% plant-based humectant and solvent that’s easy on skin and the planet. This single, natural ingredient boosts moisturization...

Related suppliers

Follow us


View more