Prior, a comprehensive brand for adult women, conducted the "Survey on Adult Lifestyles and Preparations" targeting women aged 55 to 69 to clarify the awareness and actual conditions of the Reiwa era adult generation, referred to as "active."

The survey results revealed a dilemma: while adult women today have many opportunities to go out and enjoy their free time, approximately one in three women has experienced (frequently or occasionally) "canceling an outing at the last minute" due to the hassle of getting ready.

Regarding interpersonal relationships, "facial impression (28%)" is the biggest concern, but what is desired is "light and natural (87%)" rather than thick, heavy makeup.

Prior, which researches adult-specific skin concerns and supports a peaceful daily life filled with happiness in appearance and spirit through easy beauty, proposes items that can boost confidence for outings to such adult women with its "3 Masterpiece Items for Instant, Polished Results."

Survey Overview

Survey Title: Survey on Adult Lifestyles and Preparations

Survey Period: April 2026

Survey Method: Internet Survey

Number of Respondents: 1,458 women nationwide aged 55 to 69

Survey Content: Quantitative survey on employment rates of adult women, frequency of going out, stress factors before going out, and criteria for choosing cosmetics.

*When introducing this survey in your publication, please be sure to state "Survey by Shiseido Prior."

Reiwa Era Adult Generation is Active! "Many Opportunities to Go Out and Enjoy Free Time Outdoors"

Reiwa Era Adult Generation: One in Three Feels 5+ Years Younger Than Their Actual Age, Still Active!?

One in Three "Cancels Outings" Due to Hassle of Preparation - A Dilemma Hindering the Joy of Going Out-

Shift Towards "Smart Natural Beauty That Brings Out Individuality Without Force"

Dominating the Senior Market, "Comfortable Masterpiece Infrastructure That Eliminates Preparation Barriers"

Reiwa Era Adult Generation is Active! "Many Opportunities to Go Out and Enjoy Free Time Outdoors"

The survey found that one in two adult women are working (Figure 1), and about 80% (77%) go out at least once a week for reasons other than commuting to work or school (Figure 2). Furthermore, active hobbies that involve going out, such as shopping (38%) and travel (34%), rank high as ways to enjoy free time (Figure 3).

Reiwa Era Adult Generation: One in Three Feels 5+ Years Younger Than Their Actual Age, Still Active!?

One in three people answered that they feel "5 or more years younger than their actual age" (Figure 4), indicating a high sense of being active. Additionally, over 60% of people started "something new" in the past year (Figure 5).

One in Three "Cancels Outings" Due to Hassle of Preparation - A Dilemma Hindering the Joy of Going Out-

On the other hand, 54.2% find "going out troublesome" (Figure 6), and makeup to address "facial impression (28%)" (Figure 7), which is the biggest concern in interpersonal relationships, ranks second as a reason for the hassle. It was found that approximately one in three people have experienced (frequently or occasionally) "canceling an outing" due to the hassle of getting ready.

Shift Towards "Smart Natural Beauty That Brings Out Individuality Without Force"

In terms of values, "relaxing and enjoying" and "individuality" are emphasized (Figure 9). In terms of beauty consciousness, 66% prioritize "efficiency" over "putting in effort" (Figure 10), and 87% prefer "light and natural" makeup over "beautiful and neat with heavy application" (Figure 11).

Having experienced the "aesthetics of thorough preparation" from their late twenties through the bubble era, this generation is shifting towards "smart natural beauty that brings out individuality without force," wisely shedding the pressure and psychological effort in the preparations leading up to "the purpose they truly want to enjoy," such as going out.

Dominating the Senior Market, "Comfortable Masterpiece Infrastructure That Eliminates Preparation Barriers"

In recent years, items that achieve "effortless beauty" have gained attention, such as sneakers that can be slipped on instantly without using hands, magnetic accessories, stylish reading glasses, and fashionable wigs.

At Prior, a comprehensive brand for adult women, the "Prior Hair Foundation," which can instantly cover gray roots before going out, has seen a 25% increase in new trial users and a 19% year-on-year sales increase, showing strong performance. *Intage SRI, SRI+ May 2024 - April 2026

Prior is developing its "3 Masterpiece Items for Instant, Polished Results" as "infrastructure that boosts confidence" for adults to enjoy each day more lightly and with smiles, by removing the psychological barrier of "hassle of preparation (barrier to going out)" before outings.

Prior Hair Foundation

<Hair Coloring Agent>

3 shades, 3.6g, 1,650 yen (tax included)

Quickly covers bothersome gray roots before going out.

*Not a hair dye.

Prior Medicated Wrinkle Beauty Corset Foundation

(Quasi-drug)

Sales Name: Prior Medicated Wrinkle Foundation

3 shades, 30g \4,180 (tax included)

Improves wrinkles while instantly covering skin concerns without any technique.

Prior Whitening Milky Lotion

(Quasi-drug)

Sales Name: Prior Whitening Milk UV

Tone-up, sheer coverage.

33mL \3,520 (tax included)

In the morning, after lotion. Prevents UV rays and dryness while completing a no-foundation beautiful skin look in an instant!

*Prices are suggested retail prices. Prices may vary by store.

"Prior" Brand Site

https://www.shiseido.co.jp/pr/?rt_pr=trv24

"Prior" Official LINE

https://page.line.me/?accountId=561phyuh

For inquiries regarding this news, please contact:

Shiseido Japan Co., Ltd. PR Representative Office

TEL: 03-6218-5242 (Direct) MAIL: [email protected]

*Customer inquiries are accepted at "Shiseido Customer Service Reception Hours: 10:00-17:00 Toll-free 0120-81-4710."

*Please note that the information contained herein is current as of the date of announcement and may differ from the latest information.

FACT BOX

  • Source: PR TIMES
  • Category: Survey結果