Yuesai's Bold Move: Is the Silver Hair Market the New Battleground?

The power and untapped potential of China's silver-haired consumers in the beauty industry has been a topic of conversation for nearly a decade, first hinted at in early trend forecasts. However, this seemingly lucrative market has seen little real engagement from brands, what is mostly seen in the market are more intense brand and product promotions about "anti-aging". Therefore, when Yuesai announced the launch of its new ginseng series focused on 50+ mature skin, ConCall was intrigued by a series of questions:

• Is Yuesai pivoting away from its youthful branding strategy?
• Does this signify a strategic move by the L'Oréal Group in the market?
• Are brands now seeing the silver-haired demographic as a lucrative market worth competing for?

Yuesai's latest series, consisting of a face cream and eye cream, stands out not just for its luxurious packaging but also for its bold tagline: "specially for 50+ mature skin", a rarity in the industry.

This clear targeting raises the question: Is Yuesai moving away from its long-standing youth-focused approach to embrace the elder demographic?

Yuesai's spokesperson clarified to ConCall, "This new initiative doesn't mean abandoning our youthful focus. We're committed to addressing the anti-aging needs of Chinese women of all ages with tailored skincare solutions."

Yuesai's product range spans from the Ganoderma series, a favorite among younger demographics, to the popular Rejuvenate series, and now to the revamped ginseng line, catering to a broad age spectrum from under 25s to those over 30, including the mature silver-haired market.

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