Shiseido steps up retail strategy in Japan

By Michelle Yeomans

- Last updated on GMT

Related tags Japan Research

Source: Reuters
Source: Reuters
As part of Shiseido's goal to become more accessible to Asian consumers, the brand is heavily investing in enhancing its' travel retail business with duty-free stores.

Through its subsidiary The Ginza Co., Shiseido is now present in terminal 3 at Narita International Airport, stocking items that will only be available to travelers at the airport.

The store is an addition to the eight other stores at Terminals 1 and 2 and joins the brand's travel retail portfolio of 43 stores at 23 airports, which the company claims to have seen sales rise by 40% year on year.

Thanks to the depreciation of the yen, Japan received more than 13 million foreign tourists, a record high in 2014.

In fact, after curbing its R&D spending in the aftermath of the 2008 global financial crisis, Shiseido is also investing in R&D again with hopes to boost group sales above the 1 trillion yen mark by 2020.

Shiseido's '2020 vision'

The Japanese cosmetics giant's 30 billion yen R&D facility in Yokohama will act as an open lab for dermatological research expected to lead to new skin care and colour cosmetics products for Southeast Asia, the U.S. and Europe.

Scheduled to open in 2018, the Mirai 21 District center is part of a mid-to-long term 'VISION 2020' plan where the company is pursuing sales growth and cost optimization, including increased investment in R&D.

"In terms of world markets, given that Japanese quality serves as a strong competitive advantage, we will continue to set the basis for basic and generic research in Japan, where Shiseido was born, to support future growth."

Building a regionally-oriented research framework

Shiseido says it is important that its' researchers stay in touch by never falling unaware of the changes in the times or the city, directly feeling the dynamism of ordinary people and the changes in people's lifestyles.

With this in mind, the company also aims to increase the number of researchers worldwide from 1,000 at present to 1,500 by 2020.

"This Center will become the forum through which we aim to materialize an open research form where innovation is created in an environment that buzzes with activity, enabling customers, marketers, and researchers to mingle on a daily basi​s," say reps.

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