12.30.09
Shiseido Co.will open a Swiss sales subsidiary in January by acquiring a local cosmetics distributor that sells its products, in a bid to better compete against rivals like French giant L'Oréal.
The unit, to be named Shiseido SA, will be capitalized at 500,000 Swiss francs. Shiseido products were first brought to the Swiss market in 1990. They are now offered at around 400 locations, including cosmetics shops and department stores. The lineup features Shiseido-brand makeup and skin care products, as well as items under other labels, such as Jean Paul Gaultier perfume.
The Swiss cosmetics market is growing at a rate of around 3% in recent years. Shiseido aims to secure a larger piece of the pie by acquiring the sales entity and providing it with marketing know-how and staff training, according to the company.
The unit, to be named Shiseido SA, will be capitalized at 500,000 Swiss francs. Shiseido products were first brought to the Swiss market in 1990. They are now offered at around 400 locations, including cosmetics shops and department stores. The lineup features Shiseido-brand makeup and skin care products, as well as items under other labels, such as Jean Paul Gaultier perfume.
The Swiss cosmetics market is growing at a rate of around 3% in recent years. Shiseido aims to secure a larger piece of the pie by acquiring the sales entity and providing it with marketing know-how and staff training, according to the company.