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Published on December 18, 2007

Platineum Hydroxy-Calcium complete restructuring cream was launched worldwide last month and aimed at women aged over 55.

While many companies only recognised the rising market for senior women in the past few years after many surveys, L'Oreal saw the potential 10 years ago and started to develop products.

L'Oreal (Thailand) general manager Jacques Gouallou yesterday said the proportion of older people in the world's population was increasing.

Marketing researchers ACNielsen said women aged 50-59 would increase from 13 per cent of all women in 2005 to 16 per cent in 2010. Meanwhile, women aged over 60 will comprise 19 per cent of all women in 2010, up from 14 per cent in 2005.

Women of various ages have different demands of skincare products. Gouallou said the major skin problems of women aged over 55 were firmness and retaining elasticity. Their main demand is for products that help protect and revitalise their skin. Many also seek other products, including whitening and nourishing creams.

In approaching its target group for the Lancome brand, L'Oreal (Thailand) focuses on holding workshops and events. At the same time, the company trains its beauty assistants at all sales counters to explain products to consumers.

Gouallou said it should not be difficult to attract attention from the target group, because the Lancome brand had always been the top choice of women of all ages.

L'Oreal (Thailand) still sees no obvious competitor in the market, he added.

Nitida Asawanipont

 The Nation