Shiseido’s Growth Strategy
Luxury, high-value-added products sold through counseling, mainly in department stores and specialty stores
Luxury fragrances created through collaborations with famous designers
Mid- and low-priced cosmetics that consumers select themselves, primarily sold in drugstores and general merchandise stores. Counseling tailored to market, brand and channel characteristics also offered as needed
Low-priced skincare products, shampoo and other hair care products, as well as body care products, primarily sold in drugstores and general merchandise stores
Hair care and styling products, hair color products, perm products, and other products for hair salons
Note: In addition to our core business categories of Prestige, Fragrance, Cosmetics, Personal Care, and Professional, “Other” makes up 4% of sales. “Other” includes Shiseido Parlour and other businesses.