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

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

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

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

It was developed in order 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.

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

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

In accordance to a survey of 1, 083 ladies that Shiseido conducted in December 2020, females in their 50s to 70s noted that highlights around the area increased the particular impression of happiness simply by around 27%.

Previously, CosmeticsDesign-Asia ​ reported ​ that will Shiseido Japan CEO Norio Tadakawa said that Japanese consumers were likely in order 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 treatment and attention make-up products.