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Shiseido Sets Sights On Becoming A Global Fragrance Leader

November 9, 2016: 12:00 AM EST
President and CEO Shiseido Group EMEA Louis Desazars laid out plans for Shiseido to become one of the top five prestige players in EMEA and a top ten global player. Specifically, the company aims to boost its global market share in fragrance from 5.8% to 9% within five years. Desazars said “The ambition is to grow this major business and more than double it to reach €1 billion in the next ten years and enter the global fragrance top ten.” From January 1, 2017 Shiseido’s Paris-based Beauté Prestige International (BPI) will be phased out as a corporate brand to make way for the group’s new Global Fragrance Centre of Excellence.  Seeking to become a major fragrance player is a bold move for a Japanese corporation where companies have traditionally focused on skincare and cosmetics.  Of special focus will be the Dolce & Gabbana that Shiseido plans to leverage with a key priority being boosting brand visibility in stores. 
Clare Austin, "Interview: Shiseido on the scent of becoming a global fragrance player", The Moodie Davitt Report, November 09, 2016, © The Moodie Davitt Report
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