Shiseido Targets Asian Travelers with New Store

Shiseido has opened a 19.5-square-meter duty-free store in Terminal 3 of Narita International Airport.

The move boosts Shiseido's travel retail business, which is expanding to meet demand from increased tourism in Japan, particularly travelers from Asia. Depreciation of the yen has helped drive traffic, according to the company.

The store offers 24 brands from Shiseido and Elixir. The company's travel retail business consists of 43 stores at 23 airports, which are run by The Ginza Co. subsidiary. Sales at these stores are rising, up 40% year-on-year, and Shiseido claims the largest in-store share of cosmetics sales.

The company already operates a total of eight stores at Terminals 1 and 2 of Narita Airport. Sales at the five stores located at Terminal 1 and the three stores at Terminal 2 increased by 20% and 40%, respectively, year-on-year.


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