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Shiseido Targets Middle Class

Published October 3, 2007
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CHINA: Shiseido Co. is revving up sales of off-the-shelf cosmetics in China in a bid to tap the country’s burgeoning middle class. It plans to develop supermarket sales of its Aqua Label skin care line, a mainstay in Japan. The products are priced 30-50% less than high-end cosmetics.

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