Shiseido Enters Armenia and Belarus

In Armenia, Shiseido Europe S.A.S. will handle the import and sales of products by concluding contract agreements with three cosmetics retail chains with “proven performance in sales of imported prestige cosmetics products.” In the first year, Shiseido products will be launched in seven stores, according to the company.

In Belarus, Shiseido Europe S.A.S. has an agreement with one cosmetics retail chain, and it says Shiseido products will be launched in four stores.According to Shiseido consumer purchasing power in Belarus is rising and international fashion brands have already penetrated the market. The prestige cosmetics market there is also achieving a high growth rate, registering double-digit growth, the company noted.

By adding Belarus and Armenia to the mix, Shiseido’s overseas cosmetic sales will encompass 85 countries and regions (including Japan). In fiscal 2010, Shiseido added three Balkan Peninsula countries beginning with Albania followed by Kosovo and Macedonia, as well as other countries such as Mongolia, Georgia, South Africa, Colombia and Moldova.