By  on July 30, 2018

Shiseido is reinventing its approach to color.

In the weeks ahead, Shiseido Co. Ltd.’s namesake brand will roll out new makeup products and reenter Sephora stores for the first time since 2009. The relaunch, which comes as J-Beauty gains popularity in the U.S., draws from Shiseido’s Japanese roots and is in line with Shiseido president and chief executive officer Masahiko Uotani’s vision to expand the global presence of the prestige brands over the next three years. It’s also a strategic play at boosting Shiseido’s stake in the global color market and, according to industry sources, is expected to pull in as much as $500 million in retail sales for the brand over the next three years.

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