Shiseido readies for Chinese expansion

Between its launch of several e-commerce initiatives and massive product development efforts, the Japanese cosmetics group (Shiseido, Nars, Bare Escentuals and Elie Saab and Jean Paul Gaultier perfumes) prepared for further expansion in China, a market it had first entered in 1981 through Beijing’s luxury hotels.


On September 15, Shiseido has launched an e-store for Pure&Mild Soi, a new series of products developed specifically for the Chinese mail-order market under its Pure&Mild brand, which is currently offered primarily at supermarkets, hypermarkets and cosmetics specialty stores. Also under development is Bare Escentuals, a brand in the prestige category of the group (Shiseido Clé de Peau and Aupres). Ever since late September, Shiseido the products have been distributed through Shiseido. The group plans to streamline and optimize its global-brand stucture.

At the end of October, Shiseido will announce the grand opening of Bare Escentuals in Hong Kong. In the massmarket segment, Shiseido also will introduce the Tsubaki hair care brand, until now available only in Japan. In December, the group should have three lower- and mid-range beauty brands: Za (care and makeup), Senka (skin care) and Tsubaki.

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