Shiseido, historically a name synonymous with prestige, is diversifying its portfolio to reach consumers at lower price tiers, and developing the e-commerce component of its business, under the Japanese firm's three-year global growth strategy. With a Sept. 14 release, Shiseido provides further detail on its plan, first announced in April, and identifies China as the centerpiece and "main growth engine." The firm aims to launch its Tsubaki hair-care brand in China in December "in an effort to expand a new product category in the masstige domain," it says.
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