Shiseido readies two new global cosmetic brands

Set to launch on the domestic market towards the end of the summer, the company say that it is aiming to grow sales of the product to ¥30bn (€207m) by the end of the March, Japanese news reports said.

The launches include a new make-up brand known as Integrate, which is priced to appeal to women aged 20 - 40 as well as the 50-plus baby boomer generation, followed by a premium skin care range called Elixir Superieur, which will be targeted at older women.

The company added that both the brands would be launched on the South Korean and Taiwanese market in 2007, while Elixir Superieur is expected to be launched on the US market in 2007 and the fast-growing China market in 2008.

Last month the company announced plans to expand its China retail store network by approximately 70 per cent, increasing the number of stores to 1,700 by 2007. It is also aiming to lift sales in the country from ¥30bn in 2005 to ¥40bn this year.

Currently Shiseido is the world's number four cosmetics player, and by far the biggest player on the Japanese market. It is hoping that its strategy to concentrate on mega brands will help to boost its position on the domestic market, where competition is intensive, as well as overseas, where the company has a largely premium positioning.