Shiseido Co.
Shisedo aims for synergy with Bare Escentuals
Nearly two years after Shiseido Co. bought American makeup brand Bare Escentuals Inc. for USD1.7 billion, the biggest acquisition in its history, the share price of Japan's leading cosmetics company has sagged 30 percent and analysts have openly questioned the deal.
But in three months, the two will deliver their first jointly developed product line more broadly in Asia, a step they hope will help to convince skeptics that the acquisition is paying off.
Shiseido to slash product launches in Japan
Shiseido Co. plans to cut by half the number of products it introduces in Japan and spend more on marketing as the cosmetics giant reviews its strategy amid declining domestic sales.
The number of new products Shiseido releases every year may fall to as few as 250 from as many as 600, according to president Hisayuki Suekawa. Japan's largest cosmetics maker, which gets about 57 percent of its sales at home, plans to boost spending on domestic marketing by JPY7 billion (USD86.5 million) this fiscal year, which will squeeze operating profit, Suekawa said.
Shiseido to start US e-sales
In a bid to expand its market share and increase its business in the lucrative US cosmetics market, Shiseido Co. is set to launch its long-expected US e-commerce site in the second half of this year, followed by an online site in China, according to its head of international business.
Shiseido plans 15pc annual China growth
Japan cosmetics maker Shiseido Co. is seeking to increase sales in China by 15 percent or more every year as rising incomes in the world's fastest growing major economy spur demand for consumer products.
China accounted for about 10 percent of Shiseido's JPY644 billion (USD7.78b) revenue in the year ended in March, spokeswoman Megumi Kinukawa said.
Shiseido acquires Bare Escentuals
Japan's largest cosmetics maker Shiseido Co. said on 15 March it has completed acquisition procedures for Bare Escentuals Inc. after buying some 91.7 percent of the US-based cosmetics company's outstanding shares a week earlier.
Shiseido plans to strengthen its presence in the US market and expand its product offerings to include the US company's mineral-based cosmetics.
