Japanese powerhouse Shiseido is said to creating a new made-in Japan production and marketing strategy as of next month and bringing a new core skin care line to China in a bid to capitalize on its popularity with Chinese tourists.
The Elixir line is going to be sold within 10 outlets in China, starting with a Shanghai shopping mall, which will be supported by a strengthened e-commerce presence which will extend the Elixir range across China.
In a further move the production of the range will move from Vietnam to the Shiseido Osaka plant, which will authenticate the ‘made in Japan’ marketing angle. However, the company’s first Japanese plant in 37 years will take over the Osaka production upon opening in 2020. Likewise the design of the stores will feature imagery of Tokyo, such as locations in Guangzhou.
The company is also boosting the price by 30 percent in China as opposed to the cost in Japan.