Shiseido settles into Switzerland and Vietnam

Published: 5-Jan-2010

Japanese cosmetics group Shiseido has launched subsidiaries in Switzerland and Vietnam. Shiseido SA with a base in Geneva will handle imports and sales of the group in the Swiss market but will also handle global brand products as well as non-Shiseido brands with the aim of expanding in-store market share.


Japanese cosmetics group Shiseido has launched subsidiaries in Switzerland and Vietnam. Shiseido SA with a base in Geneva will handle imports and sales of the group in the Swiss market but will also handle global brand products as well as non-Shiseido brands with the aim of expanding in-store market share.

The Swiss company has been set up by acquiring 100% of the shares of the current distributor. Shiseido Cosmetics Vietnam Co is a wholly-owned subsidiary and will handle imports and sales of cosmetics products in the Vietnamese market.

Switzerland is now a mature market for the Japanese group. Cosmetics sales started in 1990 with non-Shiseido brand marketing concentrating on fragrances and skin care products following in 2000. This latest move has been undertaken in order to strengthen its position in counselling sales for skin care products through beauty consultants.

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