Shiseido Expands to Columbia

Starting in November 2010, Shiseido will commence sales of its cosmetics products, including global brand Shiseido skin care and makeup lines, in Columbia via a local distributor, WISA Group Ltd. (located in Colon, Panama), which has (according to the company's press release) a proven track record in selling luxury cosmetics in Columbia.

The WISA Group handles import and sales of prestige cosmetics products in the Latin American market. The company also engages in business for airport duty-free shops (travel retail business) and is broadly developing cosmetics businesses such as the management of cosmetics retail stores. At this time, Shiseido will commence sales of its products at these stores and local cosmetics specialty stores managed by the WISA Group. Plans during the initial year call for developing Shiseido products via 11 carefully selected stores with a proven track record in counseling sales of prestige cosmetics products.

With this latest endeavor, Shiseido overseas cosmetic sales will encompass 81 countries and regions (including Japan) throughout the world. The company is currently promoting its three-year plan, which was executed in 2008 in seeking to become “a global player representing Asia with its origins in Japan.” Among its overseas business, Shiseido is focusing on “expansion of operations in new markets” and “strengthening of operating bases in existing markets” as key thrusts. Shiseido is actively pursuing business expansion into new markets in fiscal 2010, including Albania, Kosovo, Macedonia, Mongolia, Georgia and South Africa.

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