Shiseido Japan are investing in beauty salons for children, opening a store for their youngest consumers this month in Hyogo followed by another in Tokyo in October. The brand is investing in getting consumers interested in cosmetics at an early age.
The company’s beauticians will offer an in-store make-up camp, as well as skincare and nail care lessons.

This is not the first time the company has turned their attention towards their youngest consumers, having already run interactive tutorials for children on their website. According to Catherine O’Connor, senior analyst at Canadean, “ Shiseido’s move illustrates that while aging populations across the globe are causing many brands to shift their focus to the needs of older consumers, younger demographics also present opportunities. ”

Shiseido’s initiative targets a growing global consumer-base of children, where even the youngest consumers are proving increasingly interested in cosmetics products. Kids aged nine and under are responsible for 9.5% of makeup and skincare consumption globally. Not far behind are ten to fifteen year olds who are responsible for 7.1%. Combined, their consumption was worth over US $13.8 billion globally in 2013 and this figure is set to hit $18.1 billion by 2018. O’Connor says: “ To …