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Shiseido targets anti-aging hair care roll out in Asia

By Andrew McDougall , 29-Feb-2012
Last updated on 29-Feb-2012 at 17:01 GMT

Cosmetics manufacturer Shiseido is targeting the Asian market with its anti-aging hair care range after survey results suggested it is of major concern to women in the region.

Shiseido conducted research regarding hair and scalp concerns targeting women in the four cities of Tokyo, Shanghai, Chengdu and Bangkok.

As a result, there was a marked tendency found in women aged 40+ in which many of them commented that they have ‘grey hair,’ their ‘hair is losing resilience and strength’ and their ‘hair is thinning.’

Common hair concerns

Among the mainstream Asian market of women with black hair, women in their 40s and older have common concerns about hair,” explains Shiseido.

Additionally, the Japanese firm also claims that survey results suggest that needs for scalp care are growing significantly.

The market of hair growth agents such as a scalp essence for women is anticipated to expand steadily in response to the aforementioned concerns due to aging, and Shiseido has targeted this need by deploying its Adenovital Scalp Essence in Asia, following success in its native Japanese market.

Following this launch, Shiseido plans to pursue future expansion and enhancement of its hair care product categories as the core brand in the overall Asian market.

Deployment in Asia

In terms of deployment in Asia, Adenovital will be introduced consecutively in five countries and regions, beginning with Thailand in March 2012 followed by Hong Kong, Taiwan, Malaysia and Singapore.

The product will be handled at carefully selected luxury hair salons, targeting 1,500 stores during the initial year and aiming to expand to 5,000 stores by fiscal 2013.

Shiseido’s Professional Business is made up of the Product Business, which is in charge of sales of professional-use products and consumer-use products sold in hair salons, and the Service Business, which is providing services including to hair salons and esthetic salons.

Sales in this business currently account for roughly 6 percent of Shiseido’s overall sales in Japan and overseas as of the fiscal year ended March 2010.

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