Shiseido (Japan)

Shiseido is Japan's biggest cosmetics company, and one of the world's top five, with operations in more than 60 countries. At an international level, the company is known for its range of exclusive makeup and skin-care products, fragrances and professional haircare products. In its home territory, Shiseido also offers foodstuffs, pharmaceuticals, fine chemicals and other goods. The company was plagued by uncertain direction in the late 1990s, and is working hard to defend its position in the domestic market, as well as to build international sales. Advertising Age estimated global measured advertising expenditure of $306m in 2006, making Shiseido the world's #90 advertiser. Click here for the Adbrands.net profile (subscribers only); or subscribe to Adbrands.net here. Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets.

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Competitors: see Personal Care Sector index for other companies

The Adbrands Company Profile of Shiseido summarises the company's history and current operations. Subscribers may access the following website links:

Shiseido website

Shiseido UVWhite	L'Osier
Cle de Peau Beaute	AG+
Shiseido Zen	Shiseido Energising Fragrance
Shiseido Ma Cherie	Eudermine
Shiseido The Makeup	Shiseido Benefiance
Ipsa	Ettusais
Ayura	Carita
Decleor	Zotos
Shiseido The Skincare	Shideido Pureness
Zirh	Shiseido Bio-Performance

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