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Shiseido aims for Y30 bln sales from new brands

The move is part of Shiseido's "mega brand strategy" under which Japan's largest cosmetics maker aims to create a top-market-share line in each category of skin care, makeup, hair care and men's products by focusing advertising and promotion.

Such efforts are accelerating as competition in the nation's cosmetics market has intensified since rival Kao Corp (4452.T: Quote, Profile, Research) bought Kanebo Cosmetics, ranked No. 2 in Japan, in January.

Shiseido, the maker of Cle de Peau Beaute products which has introduced four mega brands since 2005, will launch new makeup brand "Integrate" on Aug. 21.

The products will be priced at or below 2,000 yen ($17.4), targeting women in their 20s and 30s -- children of baby-boomers -- as well as women in their 50s -- the baby-boomers' generation.

Tokyo-based Shiseido, No.4 in the global cosmetics market, aims for sales of 10 billion yen in the first seven months to March and annual sales of 30 billion yen within three years.

It will also launch new skin care brand "Elixir Superieur" on Sept. 21, which will carry price tags of 2,001-5,000 yen, the price zone accounting for 43 percent of the skin care market.

The product will mainly target women in their 30s and older. The sales target by March is set for 20 billion yen with the aim of boosting annual sales of the brand to 80 billion yen in the third year.

Shiseido plans to release both new brands in Taiwan and South Korea in 2007 and Elixir Superieur in the United States and China in 2007 and 2008 respectively.

Shares in Shiseido were up 0.52 percent in morning trade, compared to a 0.29 percent rise in the benchmark Nikkei average <.N225>.

($1=115.28 Yen)