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Business Overview

Overview of Regions

Japan

The market is growing moderately, supported by inbound demand. Shiseido markets through a wide array of channels including drugstores, cosmetics specialty stores and department stores, and has a particularly strong presence in the prestige and cosmetics categories.

Core Brands

SHISEIDO SHISEIDO
clé de peau BEAUTÉ clé de peau BEAUTÉ
ELIXIR ELIXIR
MAQUILLAGE MAQUILLAGE
ANESSA ANESSA
TSUBAKI TSUBAKI

China

This market is growing at a mid-single-digit rate, and the number of cosmetics users is forecast to increase further. E-commerce is an expanding channel. Shiseido began doing business in China in 1981, and sells its global brands in the prestige category and mainly its dedicated China brands in the cosmetics and personal care categories.

Core Brands

SHISEIDO SHISEIDO
clé de peau BEAUTÉ clé de peau BEAUTÉ
AUPRES AUPRES
urara urara
Za Za
TSUBAKI TSUBAKI

Asia Pacific

The cosmetics market is growing, backed by the expanding middle-income consumer segment. Shiseido does business in a broad array of categories from prestige to cosmetics and personal care, and has established a powerful position in Taiwan, Thailand, Vietnam and elsewhere.

Core Brands

SHISEIDO SHISEIDO
clé de peau BEAUTÉ clé de peau BEAUTÉ
NARS NARS
Za Za
SENKA SENKA

Americas

The makeup category has recently been growing in the world’s largest cosmetics market. Shiseido focuses on marketing products in the prestige category including NARS and bareMinerals, which is the number-one foundation in the United States. Shiseido suncare holds the number-one position in department stores. Channels include department stores and cosmetics specialty stores. Furthermore, Shiseido is to acquire iconic Laura Mercier® Brand and Luxury Skincare Line RéVive® in 2016.

Core Brands

SHISEIDO SHISEIDO
bareMinerals bareMinerals
NARS NARS
clé de peau BEAUTÉ clé de peau BEAUTÉ
JOICO JOICO
narciso rodriguez narciso rodriguez

EMEA*

Moderate overall market growth. Shiseido focuses on the prestige and fragrance categories in marketing through channels that include department stores and perfumeries.
* Europe, Middle East and Africa

Core Brands

SHISEIDO SHISEIDO
NARS NARS
ISSEY MIYAKE ISSEY MIYAKE
narciso rodriguez narciso rodriguez
ELIE SAAB ELIE SAAB

Travel Retail

The number of tourists is increasing with the globalization of economies, manufacturing and culture, with particularly strong market expansion in Asia. Shiseido is steadily expanding this business by increasing the number of counters at locations including airport duty-free shops.

Core Brands

SHISEIDO SHISEIDO
clé de peau BEAUTÉ products clé de peau BEAUTÉ
bareMinerals bareMinerals
NARS NARS

Overview of Brand Categories

Prestige

Mainly high-priced skincare and makeup products sold with beauty consultant counseling, primarily in department stores and cosmetics specialty stores.

SHISEIDO SHISEIDO
clé de peau BEAUTÉ clé de peau BEAUTÉ
bareMinerals bareMinerals
NARS NARS
BENEFIQUE BENEFIQUE

Fragrance

Collaboration with famous designers and brands to sell high-priced fragrances that enable consumers to achieve their own style.

ISSEY MIYAKE ISSEY MIYAKE
narciso rodriguez narciso rodriguez
ELIE SAAB ELIE SAAB

Cosmetics

Mid- and low-priced cosmetics that consumers select themselves, primarily sold in drugstores and general merchandise stores.

ELIXIR ELIXIR
MAQUILLAGE MAQUILLAGE
HAKU HAKU
AQUA LABEL AQUA LABEL
ANESSA ANESSA
Za Za
AUPRES AUPRES
urara urara

Personal Care

Low-priced skincare cosmetics, shampoo and other haircare products, as well as body care products, primarily sold in drugstores and general merchandise stores.

TSUBAKI TSUBAKI
SENKA SENKA
SEA BREEZE SEA BREEZE

Professional

Sales of hair care and styling agents, hair color products and technical merchandise for hair salons.Also operates beauty salons in Japan and Thailand.

SHISEIDO PROFESSIONAL SHISEIDO PROFESSIONAL
JOICO JOICO

Other business

In addition to the above-mentioned businesses, Shiseido conducts restaurant and food business through Shiseido Parlour Co., Ltd. and retail business through SHISEIDO THE GINZA. Shiseido Frontier Science business includes manufacturing and selling hyaluronic acid, high-performance liquid chromatography (HPLC) systems and columns, cosmetics for medical use, as well as amino acid analysis.
Moreover, with the aim of further increasing consumer satisfaction, Shiseido closely cooperates with organizations outside of Shiseido Group. For example, Shiseido Beauty Academy, which has produced various skilled beauty professionals in the beauty industry for more than 50 years. Minami Aoyama Skin Navi Clinic, which provides solutions for skin troubles from the viewpoint of cosmetic medical diagnosis by dermatologist rather than ordinal cosmetics.

Retail Business

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