The Japanese cosmetics player will acquire 100 per cent of the shares of its distributor, and commence operations of a Shiseido Group sales company, headquartered in Geneva, in January 2010.
Expanding in-store share in Swiss market
Have previously announced initiatives to expand company presence in emerging markets such as Egypt, Morocco and Azerbaijan, Shiseido has now turned its attention to expanding its in-store share in the mature Swiss cosmetics market.
The company has enjoyed a Swiss presence since 1990, when it began to sell its Shiseido brand of cosmetics. In 2000, its non-Shiseido fragrance and skincare brands, such as Decléor, were also introduced to the Swiss market.
As the market is currently dominated by European cosmetics giants – according to market research firm Euromonitor, L’Oreal led the Swiss market in 2008 - the company hopes that steps currently being undertaken to innovate its global brand will strengthen its position.
The company plans to increase its product line-up, remodel the design of make-up counters and strengthen the customer service skills of its Beauty Consultants.
Focus on fragrance
According to Shiseido, as fragrance is the main category in the Swiss prestige market, the company aims to promote its fragrance brands such as Jean Paul Gaultier and Issey Miyake, which already enjoy strong recognition in Europe and the USA.
In Switzerland, the company has approximately 400 partner stores in which its products are sold, including luxury department stores, cosmetics retail groups and specialty stores.