Shiseido pushing forward with new travel retail division

Set to be officially established in its base of Singapore on 1 May this year, the new multibrand unit will comprise of a broad skin care, makeup and fragrance portfolio, and will target three key regions: Asia Pacific; Europe, Middle East & Africa, and the Americas.

The launch of Shiseido’s travel retail unit participates in the company’s longer term strategic plan, Vision 2020, which sees the beauty giant angling for an operating income of 100 billion Yen/USD 800 million over the next four years.

Global; Asia at heart​

Philippe Lesné takes up the helm as president of the unit, and has spoken of the global nature of travel retail, which he believes centres on the Asia region. 

“This is an extremely exciting time for Shiseido Travel Retail​,” the senior leader explained to TRBusiness​. “The landscape has seen an unprecedented level of change in recent years, with retailer consolidation and mobile and digital technology creating a truly global territory of global operators and global shoppers.​

“We are also seeing a major shift in growth towards Asia, a region that is at the heart of our strategy for travel retail and where our skincare expertise is based​.”

Lesné confirmed the role the new unit will play in taking Shiseido towards its Vision 2020 goals, noting that it intends to be “an agile, entrepreneurial and strategic partner for travel retail operators​.”

Fragrance in the fold​

The inclusion of Shiseido’s fragrance subsidiary, Beauté Prestige International, will allow the beauty company’s travel retail unit to boast an impressive array of brands, according to commentators.

Skin care players are set to include Shiseido, Clé de Peau Beaué and Anessa; makeup and colour cosmetics names include NARS and bareMinerals; and fragrance brings such brands as Issey Miyake, Zadig & Voltaire, and Narciso Rodriguez into the fold.

“I believe Shiseido Travel Retail will provide a powerful global showcase and profitable growth driver for Shiseido Group on its roadmap to achieve Vision 2020​,” asserted Lesné.