Shiseido (Japan)

Shiseido is Japan's biggest cosmetics company, and one of the world's top five, with operations in more than 70 countries. At an international level, the company is known for its range of exclusive makeup and skin-care products, fragrances and professional haircare products. Although it has a presence in most large Western markets, its main sphere of operations is in the Asia Pacific region, and China has quickly developed as its second largest global market after Japan. The company was plagued by uncertain direction in the late 1990s, and that led to a massive restructuring of the company's portfolio in which around 140 separate brands have been slimmed down to fewer than 30. The process has been complicated by intense competition in the domestic market from arch-rival Kao Corporation, now a bigger company overall though still smaller than Shiseido in the beauty sector. Advertising Age estimated global measured advertising expenditure of $310m in 2007, making Shiseido the world's #99 advertiser.

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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 The Makeup	L'Osier
Cle de Peau Beaute	Shiseido Bio-Performance
Shiseido Zen	Tsubaki
Shiseido The Skincare	Eudermine
AG+	Shiseido Benefiance
Ipsa	Haku
Aupres	Carita
Beauté Prestige International	Za
Decleor	Zotos

Shiseido USA

Shiseido UK

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