Shiseido moves into Middle Eastern market with Dubai base

Shiseido moves into Middle Eastern market with Dubai base

Related tags Middle east Saudi arabia Shiseido

The Japanese hair care and cosmetics producer has revealed its plans to capitalize on the Middle East’s ‘market potential’ by investing in a Dubai based division.

The company is establishing a partnership with local brand ‘Creation Alexandre Miya Paris Limited’, which has been Middle distributor for the brand for the last 16 years.

Reps say the joint venture will start operations in January 2014, with Shiseido International Europe S.A., Shiseido’s wholly owned subsidiary in France, and Creation to hold equity shares of 51% and 49% respectively.

In light of the region’s high market potential underpinned by its large population that includes many affluent consumers, Shiseido has been examining the possibility of direct investment with the aim of further enhancing its market presence​,” they said in the statement.

Creation Alexandre Miya Paris Limited will oversee Shiseido Middle East FZCO and will import and market products under the global brand SHISEIDO in seven Middle East countries—Bahrain, Jordan, Kuwait, Oman, Saudi Arabia, Qatar, and UAE.

Creation, which is not only equipped with the expertise for selling skincare-centered high-end cosmetics products and a good relationship with the retail sector, but is also well versed in Arab business practices​.”

Aim of venture

While fragrances account for a major portion of the high-end cosmetics market in the Middle East region, Shiseido managed to establish a presence with its signature skin care products, which are now marketed at 140 stores in the region.

In light of the region’s high market potential underpinned by its large population that includes many affluent consumers, Shiseido has been examining the possibility of direct investment with the aim of further enhancing its market presence.

This has resulted in the establishment of the joint venture with Creation, which is not only equipped with the expertise for selling skin care-centered high-end cosmetics products and a good relationship with the retail sector, but is also well versed in Arab business practices, which the Tokyo-based firm sees as important.

UAE market state

Although the Middle East’s economy slowed immediately following the Lehman Brothers’ collapse in September 2008, an almost complete recovery was achieved by 2010, underpinned by rising oil prices. The region’s growth trend recovered in 2011 and stable growth is projected to continue.

The high-end cosmetics market in the seven countries combined boasts a market size of 150 billion yen (2012) on a retail value basis, thus exceeding the market in Russia.

Shiseido says that double-digit growth rates are expected to continue, backed by the existing affluent population as well as by expatriates working for foreign businesses, which are also projected to continue to increase.

Related news

Show more

Related products

show more

Calendula Cellular Elixir: Alchemy in a cell

Calendula Cellular Elixir: Alchemy in a cell

Content provided by Naolys | 24-Apr-2024 | Product Brochure

Get ready to experience a cellular evolution in skincare with InnerLift Calendula's advanced Plant Cell biotechnology.

See our latest innovations in personal care

See our latest innovations in personal care

Content provided by Covation Bio™ PDO | 02-Apr-2024 | White Paper

At CovationBio PDO, we’re helping the world achieve its sustainability goals by enabling better performing, better-for-the planet products across a range...

Collagen Reimagined, Discover Biodesigned Type XXI

Collagen Reimagined, Discover Biodesigned Type XXI

Content provided by Geltor | 20-Mar-2024 | Product Brochure

Collagen is the body’s most abundant protein and a mainstream ingredient for beauty. Type XXI collagen transcends a common protein into a powerful bioactive

Empowering natural barrier function for future-proof skin

Empowering natural barrier function for future-proof skin

Content provided by Lucas Meyer Cosmetics | 14-Mar-2024 | White Paper

Corneopeptyl™ is a new patented peptide biomimetic to the LCE6A protein, obtained by green chemistry-based synthesis. By mimicking the LCE6A protein activity,...

Related suppliers

Follow us

Products

View more

Webinars

Podcast

Beauty 4.0 Podcast