How Shiseido Cornered China’s Skincare Market
BY Julienna LawAug 17, 2021
Chinese consumers have gravitated towards J-beauty as they’ve become more skincare educated, seeking sustainable results over trendy gimmicks. In 2020, imports of Japanese cosmetics to China grew more than 30 percent to $4.3 billion, surpassing major suppliers like South Korea, France, and the US. Shiseido’s sales in China jumped to $600 million in Q1 2021 — trailing just behind the $687 million made in Japan — signaling a closing gap between the two markets. Forty years after entering China, Shiseido continues to grow by focusing on prestige skincare, cutting-edge technology, and personalized services.

Shiseido sure knows how to party. On March 9, the Japanese beauty giant set off 300 drones to dance across Shanghai’s night sky, spelling out “40th Shiseido China” in honor of its corporate anniversary. On the ground, it delighted guests with an exhibition charting its accomplishments in the country since 1981.

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