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Shiseido to focus on prestige and Asia

Shiseido has revealed a new three-year plan to accelerate its growth in the global cosmetics and personal care market. The Japanese group aims to be in the top 3 companies in the global prestige beauty market.

In particular, the company will boost investments on prestige makeup and fragrances with the aim to expand their global market share while strengthening their profit base by increasing sales of skincare products, Shiseido’s biggest strength. In the prestige category, Shisiedo also sees travel retail as a priority.

In addition to prestige brands, Shiseido also intend to promote its mass market brands (mainly Elixir, Anessa, Senka, and Integrate) in the Asian market with China and Japan as top priorities.

The Japanese cosmetics giant also sees e-commerce as another key growth area. The group will therefore strengthen its cooperation with major e-commerce websites around the world. Shiseido will also invest in personalization solutions and digital technologies to create new products and consumer experiences.

As far as innovation is concerned, the group wants to go beyond product innovation but “also build innovative business models and explore new frontiers such as artificial skin, hair and skin regeneration, and advanced beauty care.

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