Shiseido Reveals China Growth Plans

Press conferences for the 150th anniversary of Shiseido Group in China were held concurrently in Shanghai and online on Nov. 15 2022.

China has grown to be the engine of Shiseido Group’s performance development after 41 years in the country, but it is also experiencing growing challenges. How would Shiseido invest in China during the 150th anniversary, a historical turning point? What fresh patterns will emerge in the market the next year?

Shiseido’s president, Masahiko Uotani, said that the company intended to build “the world’s biggest skin care group.” since 2021. Based on that vision, Shiseido China released a number of new development initiatives as part of the new corporate strategy, including innovation and expansion into new markets, brands, and products in China. 

  1. Invest and Innovations 

Shiseido China, the largest international market for the company, now manages 26 skin care brands. In established sectors like anti-aging and sun protection, it already has a robust and well-balanced brand portfolio. It has also extensively deployed in new areas including sensitive skin, green, pure skin care, and males. a brand that may expand.

Shiseido China’s CEO, Kentaro Fujiwara, emphasized that Shiseido is extremely confident about the potential of the Chinese market and would continue to grow investment. Shiseido will continue to make investments in China over the coming years, creating the second-largest R&D facility in the world there. It will also deepen its research on Chinese consumers’ skin, incubate regional innovations like oral and medical beauty, and work with all parties to speed up open source innovation.

  1. Introduce Mature Brands

Shiseido China is implementing multifaceted strategic initiatives in accordance with the “Successful Skin Beauty” plan. To address a variety of demands, the first is to continually release new ones on established, mature brands. A typical example is the luxury beauty personalization brand Infusa from Shiseido. Infusa has dedicated itself to providing customers with “tailor-made” skin beauty solutions ever since its founding in 1986. 

The National Medical Products Administration (NMPA) has agreed to implement the cosmetics customized services pilot program in selected locations by issuing the “Notice on Carrying out the Pilot Program of Cosmetics Personalized Services”. Additionally, this indicates that China firmly supports “customized” cosmetics at the governmental level and encourages them at all levels. To further validate the argument, the previous “Several Regulations on the Innovation and Development of the Cosmetics Industry in Pudong New Area, Shanghai” have also been put into effect.

  1. New Brands and New Niches
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