Overview of Regions
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.
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.
Overview of Brand Categories
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.