Shiseido Continues Focus on Mega Brands

In order to effectively move ahead in the global beauty marketplace, Shiseido has determined to focus on a number of key mega brands. With this strategy in force, in September, the company will launch Za (pronounced “zee-ei”) in the Japanese market. Za is a skin care and makeup brand currently offered in the Asian market for women in their '20s as one of the global mega-brands strategically launched in markets around the globe. The Za lineup to be offered in Japan will comprise 54 types of 19 cosmetics items, retailing at prices ranging between 630 yen and 1,260 yen. Shiseido has been marketing Za products in eight countries and regions, positioning Za as a “masstige” brand. Going forward, Japan will be positioned as an integral part of the Asian market for “masstige” brands.

In its first fiscal year of launch in Japan, Za will be rolled out at around 300 variety and other stores. Za products will be manufactured at Shiseido’s factories in Vietnam and Taiwan and imported by Etwas Co., Ltd. and marketed by Et tu sais Co., Ltd., both wholly owned subsidiaries of Shiseido.

The Za brand, which does not piggyback on the Shiseido name, was first launched in 1997 as a strategic brand targeting the expanding middle-income population. Currently, the brand is a comprehensive skincare and makeup brand and is positioned as a masstige brand. Za products are self-marketed at retail prices of around US$10, mainly at drugstores in China (including Hong Kong), Taiwan, Thailand, Vietnam, Singapore, Malaysia, Indonesia, and New Zealand. The total number of stores that carry Za products currently exceeds 6,000.