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Shiseido To Launch Elixir Skincare Range In China

December 14, 2016: 12:00 AM EST
Japanese brand Shiseido is launching the Elixir line of skincare products in China in January 2017 through 10 dedicated outlets, with the first in Shanghai. The stores will incorporate Japanese imagery, and will be augmented with e-commerce. Prices will be some 30% higher than in Japan, and production will shift from Vietnam to Osaka to allow Shiseido to claim the products are "made in Japan." The Elixir line has proved popular with Chinese tourists to Japan. 53 percent of the company’s sales are from overseas and the company is also reinforcing its position in the US and Europe.

"With skin care sales, Shiseido seeks fresh Chinese image", Nikkei, December 14, 2016, © Nikkei Inc.
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