# Anti-Aging Eyeshadow Sticks Prior is Launching a Line of Skin-Caring Eyeshadows for Women Over 50 By Laura McQuarrie | Published 2022-09-22 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/anti-aging-eyeshadow References: [japantoday](https://japantoday.com/category/features/food/pumpkin-spice-latte-returns-to-starbucks-japan-with-a-new-frappuccino-for-autumn-1) [Shiseido](https://www.trendhunter.com/trends/highperformance-eye-cream)-owned beauty brand Prior is introducing a line of anti-aging eyeshadow sticks for women over 50 that make it easy to apply a swipe of color, as well as [skin-caring ingredients](https://www.trendhunter.com/trends/oceanly-eyeshadows). Prior is a Japanese beauty brand that's devoted to mature women and it will soon be debuting Beautiful Eye Cream Colour. These [cream eyeshadow sticks](https://www.trendhunter.com/trends/solo-shadow-sheen) are infused with hero skincare ingredients like argan oil and hyaluronic acid to counter visible signs of aging for women over 50. These multifunctional eyeshadow sticks boast brightening benefits, along with the ability to conceal wrinkles and hints of dullness. This skin-caring formulation is being introduced with four soft and flattering pastel colors (beige, brown, pink and lavender) that impart a glossy, bright finish. ## Trend Insights (Trend Hunter) - Score: 4.2/10 - Popularity: 53% | Activity: 59% | Freshness: 13% - Audience gender: 10% men, 90% women - Primary generations: Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### What Makes This Trend Stand Out - **Anti-aging Makeup:** Opportunities for developing makeup and beauty products with anti-aging skincare benefits for mature women. - **Multifunctional Makeup:** Opportunities for creating makeup products that serve multiple functions, such as providing color, hydration, and skincare benefits. - **Skincare-infused Makeup:** Opportunities to incorporate skincare ingredients into makeup products to provide enhanced anti-aging benefits for mature women. ### Sectors Adopting This - **Beauty and Cosmetics:** Companies in the beauty and cosmetics industry can explore developing makeup and beauty products with anti-aging skincare benefits for mature women. - **Skincare:** Skincare companies can explore the opportunity to expand their product lines by incorporating their hero skincare ingredients into makeup products to enhance their anti-aging benefits. - **Retail:** Retailers can focus on carrying makeup products with anti-aging skincare benefits for mature women to cater to this demographic. ## Related on Trend Hunter - [Anti-Aging Makeup Sticks](https://www.trendhunter.com/trends/skin-rewind-complexion-stick.md) - [Shimmery Eyeshadow Sticks](https://www.trendhunter.com/trends/gogo-cooling-shimmer-eyeshadow-stick.md) - [Age-Inclusive Eye Creams](https://www.trendhunter.com/trends/star-dew-hydrating-eye.md) - [Painterly Eyeshadow Sticks](https://www.trendhunter.com/trends/eye-stylus-shadow-stick.md) - [Vegan Eyeshadow Sticks](https://www.trendhunter.com/trends/eyeshadow-sticks.md) - [Aspirational Mature Beauty Brands](https://www.trendhunter.com/trends/sarah-creal.md) - [Multi-Benefit Beauty Sticks](https://www.trendhunter.com/trends/boom-beauty.md) - [Chinese Medicine-Inspired Beauty](https://www.trendhunter.com/trends/silk-glide-eyeshadow-stick.md) - [Hybrid Makeup Pens](https://www.trendhunter.com/trends/bigshow-multiuse-eyeshadow-pen.md)