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