Shiseido enters into joint venture to grow in the Philippines

By

Barbara Santamaria

Published
Nov 7, 2018

Japan’s Shiseido has formed a joint venture with Luxasia, a Singapore-based company which distributes and sells cosmetics, to strengthen its presence in the Philippines.

Although the cosmetics group already has two authorised distributors in the country, it said the newly established joint venture will help it sell more products from its Prestige, Fragrance, Cosmetics and Personal Care divisions.

The new company will start operations in July next year with Shiseido as its majority owner.

As the third largest cosmetics market in Southeast Asia, the Philippines was identified by the company as a market with “high potential” for growth. It has a population of more than 100 million, and a high proportion of young people. Additionally, the prestige market there is expected to continue its double-digit growth until 2020, fuelled by makeup sales.

The strategic move will see Shiseido brands including Shiseido, Nars and Laura Mercier open new distribution channels via stores which target the middle-class consumer. Other popular cosmetics and personal care products from the group, including face cleansers and sunscreen, will also roll out next year.

Shiseido is one of Asia’s largest cosmetics group, having almost 50 brands across its Prestige, Fragrance, Cosmetics, Personal Care and Healthcare divisions in its portfolio.

In addition to Nars and Laura Mercier, it owns BareMinerals, Avène, Clé de Peau Beauté and Ipsa.