THE CHALLENGE
For a leading global luxury group.
With growing attention on mature consumers in Asia, the goal was to to uncover deeper emotional and societal dynamics shaping how women 50+ relate to femininity and beauty today, and to identify untapped opportunities for innovation across fragrance, skincare, and makeup.

OUR APPROACH
Through immersive qualitative research, we explored how mature women in these markets relate to skincare, makeup, and fragrance—what they aspire to, what frustrates them, and what they feel is missing. We placed these insights in a broader cultural context, examining family dynamics, generational shifts, and the evolving status of older women in society.

By mapping current brand offers and market narratives, we identified clear white spaces—areas where emotional and functional needs remain unmet. These gaps revealed opportunities for innovation across fragrance, care, and makeup, including new textures, gestures, storytelling angles, and sensorial codes.

THE RESULT
The work resulted in concrete innovation territories and fresh ideas to feed future product development, helping the group imagine a new, elevated approach to silver beauty—one that celebrates maturity with authenticity, relevance, and desire.

CASE STUDY #3

EXPLORING SILVER BEAUTY IN ASIA: UNLOCKING OPPORTUNITIES IN CHINA AND JAPAN

JAPAN - CHINA - BEAUTY