Shiseido to launch ‘Za’ brand in India

NEW DELHI: Japanese personal care products maker Shiseido Co is foraying into the high-end skincare and makeup segment in India with its brand ‘Za’ and plans to sell products through 250 sales points across the country by the end of 2014.
“The ‘Za’ brand will be launched in the second quarter of the year,” Shiseido Corporate Executive Officer & Director of the Board Yu Okazawa told PTI.

Stressing on the importance of the market here, he said: “India is a strategic market for the company. Having been present since 2001, Shiseido aims to further strengthen its foothold with the entry of Za.”

At present, products under the Za brand are sold in 12 markets worldwide.

Sounding bullish on the long-term growth, he said: “We are fully confident that Za has high potential for success in the Indian market.”

The company has been studying the Indian market closely and there is a change in the Indian beauty market, he added.

“Today, various factors like higher disposable incomes, development of modern urban lifestyles and increase in consumer awareness have affected buyer behaviour across the country. As a result, we see a larger demand for international brands in the country,” Okazawa said.

On the company’s strategy for Za, he said it will be sold through 250 retail outlets, mostly shop-in-shops, by the end of 2014.

Okazawa said the firm’s flagship brand ‘Shiseido’ would continue to be handled through its local distributor Baccarose Perfumes & Beauty Products.

“Brand ‘Shiseido’ is focusing on building strong brand equity in very selected stores in luxury segment,” he said, adding that presently Shiseido products are available at over 30 point of sales.

Founded in 1872, Shiseido is a leading global cosmetic group with more than 100 brands in its family, including NARS, Bare Escentuals, and Beaute Prestige International (BPI).

It has an annual sales of over $7 billion with presence in 121 countries.


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