2. Content
• Company Background

3. Shiseido’s International Expansion
1929-- Started business in Taiwan
1936-- Exported products to te US to be sold at Mark Cross on 5th
Avenue, N Y.
1957-- Established Taiwan Shiseido
1962-- Established Shiseido Hawaii, Inc.
1965-- Started marketing in the US and established Shiseido Cosmetics (America) Ltd
1968-- Opened first beauty center in Hong Kong and established Shiseido Costmetici (Italy)
S.p.A.
1972-- Established Shiseido Thailand Co., Ltd
1980-- Formed a 50/50 joint venture with Pierre Fabre SA and established Shiseido France SA
and Established Shiseido Germany GmbH.
1986-- Acquired Carita SA, a French beauty salon in Paris and established Shiseido U.K. Co,Ltd.
1988-- Purchased Zotos International
1990-- Established Beaute Prestige International SA (BPI) in Paris, France.
1991-- Established Shiseido Liyuan Cosmetics Co. Ltd.
1996-- Purchased the North American Hair Salon Division of Helene Curtis Inc. from Unilever
1997-- Formed Shiseido Korea Co, Ltd as a partnership with the Pacific Group, a South Korean
cosmetics maker.
1998-- Established Shanghai Zotos CITIC Cosmetics Co. Ltd in China.
2000-- Acquired French skin-care brand Decleor, US makeup brand Nars, and US men’s skin-
care brand Zirh.
2001-- Acquired US brand Joico.

4. Entering US Market
• In 1936, export to flagship department store of Mark
Cross at New York.
• In 1960, starting from Hawaii through owned sales
company.
• In 1965, entering New York through Macy’s Department
Store (low end dept store) as participant “Far East
Festival”.
• Consumer Insight: on diversity of colors of makeup
product, American people were keen on makeup
products.

5. Entering Europe Market
• Entered Italy market in 1963 with local partner and in 1968
established a wholly owned subsidiary due to problematic situation
with partner.
• Entered French market in 1980 with 50/50 joint venture with Pierre
Fabre (French pharmaceutical) as local partner followed by
Acquisition of Carita SA, a beauty salon in 1986.
• Entered Germany market in 1980 through wholly owned subsidiary.
• Entered Great Britain in 1986
• Consumer insight: Latin countries like colors and perfumes,
European countries look for beautiful skin while England was very
unique because did not have a particular taste.

6. Strategies in US and Europe
• Multi Brand
By acquisitions of foreign brands such as Zirh,
Nars, Decleor.
• Transfer of knowledge
Beaute Prestige International S.A. (BPI) as
the largest overseas subsidiary become
success model with program to send young
employee abroad for a year training.

7. Strategies in US and Europe
• Multi Brand
By acquisitions of foreign brands such as Zirh,
Nars, Decleor.
• Transfer of knowledge
Beaute Prestige International S.A. (BPI) as
the largest overseas subsidiary become
success model with program to send young
employee abroad for a year training.