P&G takes direct-to-consumer route with new skincare line for “invisible” older women

SeeMe, a direct-to-consumer brand from Procter & Gamble, aims to serve the unique needs of women in their fifties and beyond.

Last year, Procter & Gamble launched a new beauty line targeted at women over the age of 50 – and that was exclusively made available online.

The SeeMe brand initially rolled out a beauty cream and smooth out recovery serum, before then extending into a night cleanser and eye cream – with each product reflecting the knowledge that skin ages six times faster once a person reaches their fift