Anti-aging products target women 50+

NEW YORK — Mass market beauty brands are increasing their focus on serving the skin care needs of post-menopausal women as evidenced by several new launches in the pipeline.

Lumene, a European skin care and cosmetics brand from Finland, has developed Complete Rewind, a new anti-aging skin care line that leverages anti-glycation technology. The line is especially geared toward women ages 50 years and older. The line hits retail in June/July.

In addition, Vichy Laboratoires, a French beauty brand, is expanding its Neovadiol range, which is for women 50-plus, with the new Neovadiol Gf Lip & Eye Contours and Neovadiol Lumiere BB Cream. They are available beginning in April.