Shiseido plans to put a new face on antiaging for fall with Benefiance NutriPerfect, the brand's first products for postmenopausal women.
"NutriPerfect allows us to both strengthen the Benefiance franchise, which we launched in 1996, and address a consumer group we aren't currently serving," said Heidi Manheimer, chief executive officer of Shiseido Cosmetics (America) Ltd., of the fiftysomething-plus audience for which NutriPerfect is intended. "The Benefiance collection — which has 20 existing stockkeeping units — currently represents 17.3 percent of Shiseido's overall business and 29 percent of Shiseido's skin business, so it's obviously very important to us. And NutriPerfect does not cannibalize any existing business because we aren't now actively addressing the group to which it's targeted." The great majority of Shiseido's sizable skin care business is targeted at women 40 and younger, she noted.
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