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Leading Japanese cosmetics maker Shiseido Co said Thursday that it will reduce the number of its major domestic brands to 21 from the current 27. The company said it will aim to boost operational efficiency further through the step, which is part of its business program for fiscal 2008-2010 unveiled the same day.
Shiseido reduced the number of its major cosmetics brands in Japan to 27 from 35 in its previous three-year program that ended in fiscal 2007.
In the new program, the company said that it plans to bolster sales in Asian markets, including China and India, with the aim of lifting the proportion of sales abroad to overall sales to 40% from about 35% at present.
Shiseido also plans to boost sales in such emerging markets as the Middle East and Russia.
In fiscal 2010, the company will aim to achieve group sales of at least 800 billion yen, up from 725 billion yen estimated for fiscal 2007 that ended on Monday, and an operating profit margin of 10% or higher, up from 8.3%.
© JCN
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kemiko
Japanese cosmetics work as good as other western company brands as far as I know. But there seems to be a widespread product image that Jp cosmetics are not good in Europe, the US and other Asian countries. Jp cosmetic companies must do more to overcome this image.