proximity with targeted women.
Then a discourse where nostalgia is put forward, and which is complemented with a rise in the price range. High-end creams was the most developed category in 2008. The number of creams exceeding 20,000 Yens (retail price = 150 Euros) has increased by 24% compared to 2004.
Finally, older men are not forgotten and in turn become the target of brand marketing.