Shiseido To Launch Low-Priced Brand In Japan, Asia

TOKYO (Nikkei)--Cosmetics giant Shiseido Co. (4911) said Thursday that it will roll out this September a new brand called Senka that will target middle-income consumers in Asia as well as Japanese customers looking for affordable options.

The cosmetics giant will initially offer four skin lotion products, including refill packages. A 200ml bottle of Senka skin lotion is expected to retail for around 980 yen in Japan and be sold at drugstores and other retailers. With Japanese consumers tightening their belts amid a prolonged economic slowdown, Shiseido aims to offer products that are reasonably priced for the domestic market, where options for cosmetics products priced under 1,000 yen tend to be limited.

Shiseido will roll out the products in Taiwan before the end of this year and unveil them in China and Southeast Asia starting next year. It plans to expand its Senka-brand products and may consider the development of other integrated brands down the road.

In Asia, Shiseido has primarily targeted affluent shoppers with high-end product lines until now. The company aims to expand its customer base with more affordable offerings.

(The Nikkei July 30 morning edition)