Shiseido Strategy for Years 2020

Shiseido presented last week its ambitions for 2020, detailing its investments and the new organization that the brand will put in place. The Japanese group Shiseido now aims to be part of the world leaders in perfumery.

Vision 2020. This is the name of the global strategy implemented by Shiseido to develop internationally and in particular in the perfume market.

From d_x_p

Shiseido Company, Limited is an internationally renowned Japanese cosmetics and luxury goods company.

Founded in 1872, it is the oldest cosmetics company in the world.
The plan is accompanied by a new organization, the creation of a center of excellence dedicated to perfume and numerous investments. “We cannot become a full-fledged international player without a solid base in a sector as crucial for the Western world as that of perfumes.

Perfumes are in the DNA of Europe and we must be at the forefront of this mutation “, said Louis Desazars, CEO of Group Shiseido EMEA (Europe, Middle East and Africa). Last year covers the global activities (creation, production, trade) of the perfume brands Issey Miyake, Narciso Rodriguez, Elie Saab, Alaà¯a Paris, Zadig & Voltaire, Shiseido fragrances, and Serge Lutens as well as Dolce & Gabbana, which the group has just acquired the license to Procter & Gamble The entity also covers the distribution of the brands of the Shiseido group (the Shiseido brand, Laura Mercier, bareMinerals and NARS).

Shiseido 2020 strategy: Louis Desazars has reorganized the Shiseido EMEA Group into three divisions: a brand-holding division (the Creators ‘Corner), a regional sales division (the Business Corner) and an experts division (the Experts’ Corner).

Thanks to this new organization in the EMEA region, the CEO aims to raise the group to the rank of the top five prestigious players in the region and to achieve a 9% share of the global Perfume market within 5 years.

“To date, the group has a 5.8% share of the global perfume market and my goal is to reach 9%. To achieve this, we will refocus on our incredible current portfolio of designer brands, including Narciso Rodriguez and Issey Miyake, but also on our two recent acquisitions, Dolce & Gabbana and Serge Lutens “(Louis Desazars, CEO of Shiseido EMEA)

Shiseido: buyout of Dolce & Gabbana perfume license

Shiseido, a Japanese luxury group, has acquired the license for Dolce & Gabbana perfumes. Perfumes that will be produced in France. In this context, the group will invest 60 million euros.

Dolce & Gabbana fragrances produced in France
The Dolce & Gabbana perfume, make-up and skincare lines become the property of Shiseido. The group bought the license in July 2016. It is now effective since October 1.

To ensure the success of D&G fragrances, Shiseido has decided to invest in France. The entity has put 60 million euros on the table to develop its industrial tool in Gien (Loiret) and Ormes (Val de Loire).

An investment that should generate around 100 jobs at the two production sites.

About Shiseido:

Shiseido: high-end cosmetics

Shiseido, which in Japanese means “the house that contributes to the quality of life”

bears in its name its vocation: to consider beauty as an art of living. The brand was created over 140 years ago by Arinobu Fukuhara, founder of the first Western-style pharmacy in Japan. When he opened the first Shiseido store in 1872 in Ginza, Japan, Arinobu Fukuhara was still unaware that it was only the beginning of a long success. Since its creation, three ideals have animated the brand: the richness resulting from the human experience as a whole, the science of man; reflection of the scientific analysis of body, mind and beauty and Omotenashi which means “listen with all your soul, take care with all your heart” and which expresses the art of receiving, of welcoming, to listen and kindness.

For 140 years and thanks to innovative technologies, Shiseido France has acquired a unique expertise in the manufacture of high-end cosmetics and perfumes. The prestige and glory of Shiseido come from the expertise of each employee in each profession and the values ​​that the brand has been committed to respecting since its inception: diversity, performance and perfection.