‘Promising opportunities’: Shiseido targets India, Thailand, Vietnam to drive growth

By Amanda Lim

- Last updated on GMT

Shiseido has sets its sights on burgeoning markets in Asia for expansion. [Shiseido]
Shiseido has sets its sights on burgeoning markets in Asia for expansion. [Shiseido]

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Shiseido has set its sights on burgeoning markets including India, Thailand, and Vietnam for expansion as it aims to propel growth in the skin care market.

The Asian market in particular, holds tremendous promise for the brand as the number of beauty-conscious consumers accelerates.

“We see promising opportunities in emerging markets with a growing beauty-conscious and

knowledgeable demographic, especially in Asia,” ​said Echo Lo, deputy chief brand officer, Shiseido.

Last year, the brand expanded into India with its first free-standing store in Mumbai to “capture and connect with the emerging middle and upper-class population,”​ Lo told CosmeticsDesign-Asia.

As powerhouse brand with a legacy of efficacy and trust Shiseido sees “potential all over the globe​”, said Lo.

The brand’s performance has been promising not just in its home market of Japan but across Europe, where it is enjoying “good growth momentum”, ​she added.

However, Asia Pacific remains one of the brand’s stronger growth driving markets, especially in markets such as Thailand and Vietnam, where it is the leading skin care brand.

“On a global scale, we are looking to drive growth by expanding our brand footprint in Asia as we have recently done in India, which is a fast-growing market,” ​said Lo.

Going ‘glocal’

As the brand aims to expand it reach to more markets, it is taking a stronger “glocal” ​balance through its branding.

The brand recently hosted its first regional APAC event in Bangkok, Thailand, with over 100 VIPs including retailers and top influencers joining from 10 markets.

Our first-ever APAC Regional Vital Perfection event in Bangkok, was also our way to find

new ways to engage with all our consumers out there, whether digitally or in-person,” ​said Lo.

Furthermore, it appointed its first ambassador for India, Bollywood star Tamanaah Bhatia.

“We value her emotional connection with the Indian consumers on a personal level, as she was selected due to her exceptional talent, timeless beauty and influence across the nation, and her ability to connect with the diverse and dynamic Indian market,”​ said Lo.

‘Potential Has No Age’

In recent years, the beauty industry has witnessed a surge in consumer expectations, with individuals becoming increasingly discerning and demanding.

“Beauty is a constantly evolving industry. Especially in this post-COVID era, beauty needs have

changed tremendously. Consumers are looking for more transparency and assurance in ingredients; product efficacy and claims; seamless omni-channel experiences; hyperpersonalisation; and the list goes on. And it is fair for consumers to have high expectations from beauty brands.” ​ 

Notably, the firm has seen a rising interest in anti-ageing among younger consumers in Asia.

“A trend we see quite prominently, especially in Asia, is the rise in demand for anti-ageing care among a much younger demographic. This demographic is a highly discerning group with high expectations on the products they use, including the R&D, efficacy, transparency on ingredients and overall safety behind them,”​ said Lo.

Furthermore, consumers’ expectations are rising with the normalisation of non-invasive cosmetics procedures.

“We understand that there is enhanced consumer focus on medical skin and beauty treatments,

and we believe that our holistic approach can co-exist with the evolving beauty trends,” ​said Lo.

The latest revamp of the Vital Perfection line, its age-defying skin care franchise, perfectly taps into the latest consumer shifts.

“This new and updated range is one of the ways Shiseido innovates to customer’s fast evolving skin and is a testament to the brand’s commitment to furthering science and beauty technology, as leaders in the field for a new level of age-defying skin care for revitalised skin.

In conjunction with the Vital Perfection range relaunch is the new message ‘Potential Has No Age”, which encourages consumers to embrace beauty regardless of age.

“Potential is essentially power from the future that we can tap into now to live our best lives. Potential is always there, and we can always harness it, no matter what stage we are in life – just like we can love our current skin, we can take care of our future skin,” ​said Lo.

The revamped range contains the firm’s new SafflowerRED and updated ReNeuraRED technology.

According to Shiseido, these additions have deliver 35% firmer, brighter, more lifted look in a week.

It increases to 45% and 55% over four and eight weeks respectively.

This demonstrates how Shiseido is committed to not only quick, but long-lasting skin benefits,” ​said Lo.

Moving forward, Lo underlined Shiseido’s goals to “sharpen our identity as a prestigious, influential, holistic beauty brand” by emphasisng the skin-body-mind harmony.

“It is our mission to provide a long-lasting, fundamental, and holistic solution that works from the core. This is brand Shiseido’s uniqueness… Overall, our priority is to provide a holistic approach, backed by our commitment to R&D and years of research, through our franchises such as Vital Perfection that we are celebrating today, and the Ultimune Serum which is celebrating its 10th anniversary this year.”

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