Japanese skincare brand, Shiseido, is eyeing the masstige category with the launch of its SENKA range of moisturising products. This new SENKA skincare range comprises four moisturising products that will be launched in Japan this September, followed by other Asian markets during the rest of 2010 and initial months of 2011. Designed with simplicity in mind, company officials feels that the fragrance-free and colour-free range will have a universal consumer appeal due to the fact that it is an easy and simple to use skin care regime. The company described the upcoming launch as the first phase of its strategic plan, which will tailor the company’s business in the region around the different stages of economic development. According to industry sources, in fast growing markets such as China and India, the rapidly-emerging middle class with enough disposable income, is fueling the demand for masstige skincare products.