Shiseido to rely on Dolce & Gabbana to gain fragrance market share

One of Shiseido's objectives for the next five years is to reach a 9% market share in the fragrance segment worldwide. At a press conference held in Paris, the Japanese cosmetics group gave details of part of its 2020 plans.

Shiseido currently enjoys a 5.8% market share in the fragrance segment. A share which has more than doubled since Dolce & Gabbana's worldwide fragrance, make-up and skincare licences were added to Shiseido's portfolio on 1st October 2015, having been previously Procter & Gamble's.

In 2015, with beauty products alone, the Italian fashion label generated a revenue of €400 million. Louis Desazars, Shiseido's EMEA CEO, has however emphasised that "within ten years, Dolce & Gabbana beauty products are expected to generate €1 billion in revenue, notably thanks to the expansion of the skincare and make-up lines, which are currently under-developed." Though it lost the Jean Paul Gaultier licence, acquired by Puig, Shiseido can also rely on other fragrance labels like Elie Saab, Issey Miyake and Serge Lutens.

Besides growing in the fragrance segment, within five years the Shiseido group, currently ranked eighth for beauty products in the EMEA region (for total aggregate fragrance, skincare and make-up sales), is targeting fifth place in the region.

Shiseido to rely on Dolce & Gabbana to gain fragrance market share

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