Shiseido’s Growth Strategy
Travel Retail enjoyed a growing market centered on Asia following an increase in tourism. In line with this growth, Shiseido actively promoted marketing investments, particularly in airport advertising around the world. As a result, sales growth of core brands such as SHISEIDO, Clé de Peau Beauté, NARS, and ANESSA significantly outpaced that of the previous fiscal year, primarily in South Korea, China, Thailand, and other Asian countries and regions. In addition, with a view to further accelerating sales growth, we expanded the availability of IPSA and ELIXIR and worked to strategically reinforce store counters. As a result, net sales in the Travel Retail Business exceeded ¥100 billion.
We will continue to pursue proactive marketing investments in order to further strengthen our market position in the global prestige category. Specifically, we will enhance such brands as SHISEIDO, Clé de Peau Beauté, IPSA, NARS, and Laura Mercier. In 2020, we integrated our duty-free operations in Japan into the Travel Retail Business to create a unified global framework. We will aim to achieve further growth by strengthening marketing activities for tourists through accelerating digital communication, establishing stronger partnerships with major operators, and bolstering our in-store service capabilities.