SHISEIDO EXPANDS BUSINESS IN BRAZIL

Byline: Koji Hirano

TOKYO — The Shiseido Group will begin full-scale operations of its new subsidiary, Shiseido Do Brasil Ltda., in March 2001. The new company will conduct cosmetics imports, sales and marketing in Brazil.
The Brazilian cosmetics market is estimated to be worth approximately 4.4 billion dollars per year, and the market for high-end cosmetics is estimated to be approximately 127 million dollars, according to Shiseido.
Until now, Shiseido has carried out sales activities in eight Central and South American countries through agencies. The new firm will be its first subsidiary in the region and the group plans to strengthen its business structure and increase its presence in Brazil.
In 1992, Shiseido began sales in Central and South America, in Mexico and Chile. In 1993, it extended its coverage to Venezuela and Paraguay, and then to Argentina and Uruguay (1994), Brazil (1996) and Colombia (1997). Shiseido steadily constructed a distribution network that covered the main markets in the region.
In Brazil, Shiseido’s sales agent was Cosmosenses Comercio e Importacao Ltda., which became Shiseido’s biggest in the region.
Currently in Brazil, Shiseido sells its skin care lines, such as Shiseido Benefiance, and its makeup products and fragrances.
Following commencement of operations at the new subsidiary, Shiseido will introduce its global products, including Shiseido The Skincare, Shiseido The Makeup and the fragrance Shiseido; and it will expand the number of outlets for its products from 83 to approximately 100 by 2002.

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