Japan's cosmetics firms show new face overseas

Japan's cosmetics companies are bringing their hit domestic products to foreign markets, with two of the largest beauty product firms announcing major new forays overseas this week.

Kanebo Cosmetics is to release its Kate range in China on September 1, hoping to attract fashionable, young consumers - the same women who have made the brand such a colossal hit in Japan.

Since its launch on the domestic market in 1997, Kate has become the top-selling brand in the self-selection makeup market, thanks to a range of 139 items that project what the company calls a "cool and sharp" image for young, urban women.

Already available in Taiwan and Hong Kong, Kanebo will start selling the range at 20 outlets of Watson's Personal Care Stores, the leading health and beauty retailer in Asia, in Shanghai and Beijing. The company aims to have 100 stores stocking the mega-brand products by the end of 2011.

Meanwhile, Shiseido Co. - Japan's largest cosmetics firm - said Thursday that it will start selling its ranges in Albania, Kosovo and Macedonia before the end of the month, making it the first Japanese cosmetics firm to start operating in the region.

Shiseido plans to open two or three stores in each country in the first year, targeting residents of the countries' capital cities and taking advantage of a sales model that encourages consumers being counselled on their purchases by sales staff.

Famous for the Shiseido brand, the company is also behind the Maquillage, Elixir and Aqua Label brands, while it also owns the Issey Miyake and Narciso Rodriguez perfume labels.

Last year, the company completed the purchase of Bare Escentuals Inc., paying Y1.46 billion ($15.95 million) for the California-based company as it seeks to expand its business in North America.

And faced with, at best, a static domestic market in Japan, other companies are following similar growth strategies.

Kose Corp. opened its first Cosme Decorte store in Beijing last year, specifically targeting the city's growing affluent consumer base, while DHC Corp. has also signed a deal with Watson's to sell its skincare lines in Singapore for the first time.

Nippon Menard, the Nagoya-based company behind such names as Embellir, Saranari and Beauness, has around 1,000 outlets around the world and aims to raise that to 4,000 in the next couple of years, while it also opened the Menard Institute Monte Carlo in 2009.

JR

Life and Style
ebookNow available in paperback
ebooks
ebookPart of The Independent’s new eBook series The Great Composers
News
people
News
A boy holds a chick during the Russian National Agricultural Exhibition Golden Autumn 2014 in Moscow on October 9, 2014.
news
Life and Style
love + sex
Sport
Ashley Young celebrates the winner for Manchester United against Newcastle
footballNewcastle v United 1 player ratings
Arts and Entertainment
Victoria Wood, Kayvan Novak, Alexa Chung, Chris Moyles
tvReview: No soggy bottoms, but plenty of other baking disasters on The Great Comic Relief Bake Off
Sport
Ashley Young celebrates the winner for Manchester United against Newcastle
footballNewcastle 0 Man United 1: Last minute strike seals precious victory
Life and Style
Tikka Masala has been overtaken by Jalfrezi as the nation's most popular curry
food + drink
Arts and Entertainment
Seth Rogan is one of America’s most famous pot smokers
filmAmy Pascal resigned after her personal emails were leaked following a cyber-attack sparked by the actor's film The Interview
News
Benjamin Netanyahu and his cartoon bomb – the Israeli PM shows his ‘evidence’
people
Life and Style
A statue of the Flemish geographer Gerard Kremer, Geradus Mercator (1512 - 1594) which was unveiled at the Geographical Congree at Anvers. He was the first person to use the word atlas to describe a book of maps.
techThe 16th-century cartographer created the atlas
Arts and Entertainment
80s trailblazer: comedian Tracey Ullman
tv
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

ES Rentals

    iJobs Job Widget
    iJobs Fashion

    Recruitment Genius: Software Support Analyst

    £23000 - £25000 per annum: Recruitment Genius: Looking for a career in custome...

    Ashdown Group: C#.Net Developer - C#, ASP.Net, PHP, HTML, JavaScript, CSS

    £30000 - £35000 per annum: Ashdown Group: C#.Net Developer - C#, ASP.Net, HTML...

    Recruitment Genius: 2nd / 3rd Line IT Support Engineer - Managed Services Provider

    £30000 - £37000 per annum: Recruitment Genius: A 2nd / 3rd Line IT Support Eng...

    Recruitment Genius: UI / UX Designer

    £25000 - £35000 per annum: Recruitment Genius: This firm are focussed on assis...

    Day In a Page

    War with Isis: Iraq's government fights to win back Tikrit from militants - but then what?

    Baghdad fights to win back Tikrit from Isis – but then what?

    Patrick Cockburn reports from Kirkuk on a conflict which sectarianism has made intractable
    Living with Alzheimer's: What is it really like to be diagnosed with early-onset dementia?

    What is it like to live with Alzheimer's?

    Depicting early-onset Alzheimer's, the film 'Still Alice' had a profound effect on Joy Watson, who lives with the illness. She tells Kate Hilpern how she's coped with the diagnosis
    The Internet of Things: Meet the British salesman who gave real-world items a virtual life

    Setting in motion the Internet of Things

    British salesman Kevin Ashton gave real-world items a virtual life
    Election 2015: Latest polling reveals Tories and Labour on course to win the same number of seats - with the SNP holding the balance of power

    Election 2015: A dead heat between Mr Bean and Dick Dastardly!

    Lord Ashcroft reveals latest polling – and which character voters associate with each leader
    Audiences queue up for 'true stories told live' as cult competition The Moth goes global

    Cult competition The Moth goes global

    The non-profit 'slam storytelling' competition was founded in 1997 by the novelist George Dawes Green and has seen Malcolm Gladwell, Salman Rushdie and Molly Ringwald all take their turn at the mic
    Pakistani women come out fighting: A hard-hitting play focuses on female Muslim boxers

    Pakistani women come out fighting

    Hard-hitting new play 'No Guts, No Heart, No Glory' focuses on female Muslim boxers
    Leonora Carrington transcended her stolid background to become an avant garde star

    Surreal deal: Leonora Carrington

    The artist transcended her stolid background to become an avant garde star
    LGBT History Month: Pupils discuss topics from Sappho to same-sex marriage

    Education: LGBT History Month

    Pupils have been discussing topics from Sappho to same-sex marriage
    11 best gel eyeliners

    Go bold this season: 11 best gel eyeliners

    Use an ink pot eyeliner to go bold on the eyes with this season's feline flicked winged liner
    Cricket World Cup 2015: Tournament runs riot to make the event more hit than miss...

    Cricket World Cup runs riot to make the event more hit than miss...

    The tournament has reached its halfway mark and scores of 300 and amazing catches abound. One thing never changes, though – everyone loves beating England
    Katarina Johnson-Thompson: Heptathlete ready to jump at first major title

    Katarina Johnson-Thompson: Ready to jump at first major title

    After her 2014 was ruined by injury, 21-year-old Briton is leading pentathlete going into this week’s European Indoors. Now she intends to turn form into gold
    Syrian conflict is the world's first 'climate change war', say scientists, but it won't be the last one

    Climate change key in Syrian conflict

    And it will trigger more war in future
    How I outwitted the Gestapo

    How I outwitted the Gestapo

    My life as a Jew in wartime Berlin
    The nation's favourite animal revealed

    The nation's favourite animal revealed

    Women like cuddly creatures whilst men like creepy-crawlies
    Is this the way to get young people to vote?

    Getting young people to vote

    From #VOTESELFISH to Bite the Ballot