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Article: Shiseido's vision for global expansion.(Company Profile)
- Article from:
- WWD
- Article date:
- April 26, 1996
- Author:
CopyrightCOPYRIGHT 1996 Conde Nast Publications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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TOKYO-The dragon of Japanese cosmetics is rumbling.
Shiseido Co. Ltd., which will mark its 125th anniversary next year, is in the midst of profound changes in marketing philosophy, forced by a cataclysmic shift in Japanese consumer attitudes.
Moreover, with the domestic market just now offering a glimmer of recovery after five years of recession, Shiseido is reaching beyond its home base, after two years of decreased sales. The company has undertaken perhaps the most concerted overseas expansion in its long history.
Shiseido also has launched series of bold new product starting last year with Ayura, a cosmetics line that combines ancient Oriental ...