Reaching out to new markets

摘要

Shiseido Co., Ltd., Japan's largest cosmetics maker, is looking to expand into new markets, but not at the expense of its well-regarded brand name, which has become synonymous worldwide with quality and sophistication. "What we are doing," says Akira Gemma, the company's president and CEO, "is to introduce new brands that do not carry the Shiseido name. These brands offer the same high level of quality, but are sold at more modest prices. This allows us to reach out to new types of customers."