Shiseido goes mass in China


The brand has moved away from its focus on prestige brands in a bid to recover sales hit by Sino-Japan tensions last year

Japanese beauty giant Shiseido has expanded its cosmetics offering in China to include lower priced items. This signals a shift from its focus on prestige brands, as it seeks to recover sales hit by Sino-Japan tensions last year.

In China, Shiseido had specialised in cosmetics sold at department and specialty stores. Now, it has introduced a cheaper line under the Senka brand, which will be available in supermarkets.

Senka is also sold in Japan, Taiwan, South Korea and other markets in Asia. Prices range from ¥1,000-¥1,300, which is about half or a third of the price of upscale offerings.

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Twelve products have been released so far, with Shiseido aiming to expand the Senka sales network to 6,000 stores in the first year. By capturing demand across a broader customer base, the company aims to increase sales in China by 5% in the year ending March 2014.