By  on July 6, 2010

LONDON — Shiseido is switching to TV shopping in the U.K. again.

The Japanese beauty brand will begin selling on QVC this month as part of a concerted bid to gain ground in the highly competitive U.K. market.

“I want to see this brand grow dramatically over the next five years,” said Carolyn Taylor, managing director of Shiseido, as well as the Shiseido Group-owned Carita and Decléor brands in the U.K. “We have a fairly aggressive plan.”

Shiseido is ranked 12th in the U.K.’s selective skin care market, said Taylor, who cited European Forecast figures. Despite pulling the brand out of 25 doors in the U.K. in 2009, Shiseido racked up 15 percent growth in the market last year. Now sold through 26 department store doors, as well as some spas and independent retailers, Taylor believes the time is right to drive the brand’s growth via a multichannel strategy.

“We have to think differently about consumer purchasing habits,” she said, adding Shiseido was sold briefly on QVC three years ago. “They are not loyal to one channel anymore. In order to move ahead, we need to be sure we’re not just in one distribution channel.”

Taylor has previous experience working with QVC, since she was behind Decléor’s introduction on the station about 15 years ago.

Shiseido initially will sell only a selection of items from its skin care range on QVC.

“We can’t put our whole portfolio out there — we have to keep it simple,” she said. “Who knows, maybe we’ll sell makeup there eventually.”

Taylor said Shiseido’s partnership with QVC is long term and likely will boost business at its existing brick-and-mortar retail accounts as brand awareness grows. Shiseido will unveil a new-look counter format in London’s Selfridges late next month, too.

“Selfridges challenged us to make something special,” Taylor said, adding the counter features display areas for both makeup and skin care, as well as a consultation area where customers can have their skin analyzed. (Skin care represents about 70 percent of Shiseido’s U.K. sales, and makeup, between 27 and 28 percent. Fragrance generates the remainder.)

Taylor’s expectations for the space and for Shiseido’s performance in the U.K. are clearly high.

“The potential is huge,” she said.

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