By  on April 8, 2014

TOKYO — Shiseido’s new president and chief executive officer Masahiko Uotani said Tuesday he plans to revamp the Japanese beauty giant’s marketing strategy and better focus the brand image of a company that sells everything from mass-market toiletries to prestige skin-care items.

Uotani addressed journalists for the first time since he took office on the first of this month and gave a few general indications of his vision for the company. Shiseido also used the occasion to unveil a new skin-care serum called Ultimune Power Infusing Concentrate, the first product launch under Uotani’s tenure.

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