Shiseido caters to ‘Made in Japan’ demand with new domestic plant opening set for 2019

Shiseido caters to ‘Made in Japan’ demand with new domestic plant opening set for 2019

Japanese beauty giant Shiseido has announced plans for a new domestic plant to open in Tochigi Prefecture, north of Tokyo, to cater to the growing demand for ‘Made In Japan’ beauty products amongst Asian consumers.

The plant, the first new domestic opening in 36 years, will open in 2019 and will mainly produce skincare products. The company has also announced plans to double production capabilities at its planned rebuild of the western Osaka Prefecture plant, which is due to open in 2020 with a focus on luxury products for the domestic and intentional markets.

Shiseido President and CEO Masahiko Uotani told Nikkei.com, “We will strongly push ‘Made in Japan’ products as our core strength over rival brands.”

The total investment into the two plants amounts to 95 billion yen ($839 million) and cements Shiseido’s commitment to domestic production, with the company previously relocating its Vietnam production base back to Japan, bringing the total domestic manufacturing units to four.

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