Shiseido targets international luxury market success

03-Nov-2010 - Last updated on 03-Nov-2010 at 11:48 GMT

Japan-based cosmetics company Shiseido has announced it will innovate its luxury brand Clé de Peau Beauté with the aim of strengthening its competitiveness in the global high prestige cosmetics market by fusing domestic and overseas marketing.

Introduced as a luxury skin care brand in 1982, Clé de Peau Beauté is currently available in 11 countries and regions worldwide.

Shiseido has also said that new basic skincare products will be consecutively launched in eight countries and regions in Asia and two countries comprising the US and Canada in North America, starting with the Japanese market in January 2011.

Luxury brand not to feature Shiseido name

The Clé de Peau Beauté brand will be designated as the second pillar brand following the firm’s global brand, Shiseido, and will be marketed without the Shiseido name in a bid to enhance its value and presence as a luxury brand.

Additionally, Shiseido will focus on the Asian market, where the ultra affluent segment is emerging in such countries as China, and the US market, as global strategic markets.

With regard to the Japanese market, the company says sales of the top regular users purchasing Clé de Peau Beauté products in department stores are registering nearly double digit growth compared with last year.

For this reason, Shiseido says it will continuously promote the development of loyal customers and strengthen its appeal to women in their 30s, who it claims do not compromise in making investments for beauty.

Plans to make domestic success global

Under its roadmap up until 2017, Shiseido claims it is currently promoting various initiatives with the aim of becoming “a global player representing Asia with its origins in Japan.”

Innovation of the Clé de Peau Beauté brand is one of the major brand strategies for the global high prestige cosmetics market, beginning with updating the brand at this time, in order to match international sales with domestic ones by 2017.

In Asia, the middle income segment is expanding. However, Shiseido says the focus for its luxury brand is the ultra affluent ‘billionaire’ segment as these individuals demand the highest level of product and service quality and will thereby spur the revitalisation of consumer markets, influencing fashion and lifestyles.