"We already have a product for (women aged) 35 plus who want to reduce wrinkles, and discovered that there was demand in the market from younger women who wanted something to help prevent wrinkles from forming," said LVMH Perfumes and Cosmetics public relations and advertising manager Wipawan Chansurai.
Launched this month, Dior No-AgeEssential is targeted at the 25 plus woman, and is advertised through magazine ads and direct mail to Dior Club members, Wipawan said.
Meanwhile, the company is gearing up to launch a whitening cream next month, a product traditionally launched by the various cosmetics companies at the start of Thailand's 'summer' season.
Clinique, marketed by Elca Thailand, is going the distance with 10 new products in its Active White range in March.
"Consumers are becoming more concerned about treating their skin - there have been a lot more products launched over the past few years because of this growth in demand, and it will continue for the next few years," said a spokeswoman.
While sales of whitening products have been growing about 10 per cent annually, a new marketing campaign in the works is expected to double sales for Clinique in this category.
The brand has a market share of 8.7 per cent in the premium segment, behind Shiseido which leads the market with an 11.9 per cent stake, Estee Lauder which has an 11 per cent stake and Lancome, with 10 per cent. Dior follows with a 5.7 per cent share.
Saha Asia-Pacific is also taking the anti-aging/whitening route to consumer's hearts - the joint-venture with Japan's Shiseido has launched a range of 14 beauty products under a new Pure & Mild brand, with the intention of testing them in the Thai market ahead of a full Southeast Asia launch.
A company spokesman said that the market trend this year would continue to be focused on the two categories, although he expected whitening creams to outpace anti-aging products.
The company will spend 100 million baht on advertising the new brand, and expects first year sales to hit 200 million.
Bucking the trend, skincare company Biotherm - part of the L'Oreal stable - is putting its resources behind its first make-up line, introduced this month in an attempt to court a customer base younger than its current 25 to 50 target.
"We want to reach customers from the 15 to 18 age range," said brand manager Wandee Weeraratamanee.
Expectations for the Biotherm Skin Loving Colours range are high - a 50 per cent sales increase to 320 million baht by year-end.