THE WHAT? Shiseido has announced it is to pull the youth-focussed Waso brand from the Japanese market, according to a report by the Business of Fashion.
THE DETAILS The J-beauty company is said to have already stopped distributing the brand to physical stores in the country and will cease sale of products online by the end of the year.
Waso will continue to be sold in other global markets.
THE WHY? The brand, aimed as an entry-level skincare range for a younger demographic, is said to fall out of line with Shiseido’s long-term strategy of focussing on premium skincare market, which accounts for 70 percent of its business.