12.28.09
As part of its business expansion initiatives in China, in March 2010 Shiseido will launch the new DQ brand from Shiseido China Co., Ltd. for the drugstore handling both medicine and cosmetics channel. Sales of Shiseido’s cosmetics products in China are currently conducted mainly in department stores and cosmetic specialty stores; however, Shiseido will further expand points of contact with customers by designating the new drugstore channel as the third sales channel pillar for Shiseido’s China business.
In addition to Shanghai, Beijing and Guangzhou cities, the new brand will be handled in other major cities in coastal and inland areas, in which plans call for introducing approximately 600 stores in the first year and consecutively expanding areas and handling stores.
The DQ brand name is derived from the initials of the term “Dermal Quotient.” It targets women who are concerned about chronic skin troubles as well as those who are unsatisfied with the skin care effects of conventional cosmetic products, according to the company. The range will feature over 25 SKUs.
In addition to Shanghai, Beijing and Guangzhou cities, the new brand will be handled in other major cities in coastal and inland areas, in which plans call for introducing approximately 600 stores in the first year and consecutively expanding areas and handling stores.
The DQ brand name is derived from the initials of the term “Dermal Quotient.” It targets women who are concerned about chronic skin troubles as well as those who are unsatisfied with the skin care effects of conventional cosmetic products, according to the company. The range will feature over 25 SKUs.