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Shiseido celebrates 60 years in Taiwan

By Natasha Spencer , 15-Mar-2017
Last updated on 15-Mar-2017 at 13:09 GMT2017-03-15T13:09:49Z

Shiseido celebrates 60 years in Taiwan

As 2017 marks 60 years in Taiwan for leading Japanese multinational personal care company Shiseido, we look at how it’s developed its presence and how the Taiwanese market is transforming.

The history

Shiseido first started its sales operations in Taiwan in 1957 as part of its expansion plans in the APAC region and beyond.

Established as a local capitalised distributor in 1957, Taiwan has positioned itself as a core operations hub for Shiseido.

After setting up its Chung-Li factory in 1980, Taiwan Shiseido re-established as a joint venture with Shiseido Company in 1983 and then developed a production base at Hsinchu factory in 1998.

Last year, Taiwan Shiseido merged the production function of its Chung-Li factory with its Hsinchu facility to develop its production capabilities and position itself as a prime production base for both the ASEAN and Taiwan markets.

60th celebrations

To mark the company’s 60th anniversary in Taiwan, Jolin Tsai, a Taiwanese actress is Shiseido’s latest corporate ambassador and will promote poster panels, product displays and visual images.

Strengthening its focus on innovation and investment in marketing and R&D, Taiwan Shiseido aims to boost its consumer communications with the theme of “gratitude, excitement, and progress”.

Through various brand launches and CSR activities including Shiseido Life Quality Makeup (SLQ) that claim to help consumers’ skin concerns with the company’s unique cover makeup technologies, the “beautification of life” remains the company's key brand message.

Satisfying consumer needs

Taiwan Shiseido now also focuses on marketing activities based on Taiwanese preferences relating to department stores, speciality stores and pharmaceutical store chain purchasing trends.

Euromonitor International states that in the Taiwanese market, the skin care sector should focus on new product development that relates to research innovations by domestic biotech players that combine cosmetics and dermatology.

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