The company plans to use their new office to formulate new marketing strategies geared towards specific cultures and regions, as well as improve synergy between brands.
Going forward, they intend to expand their portfolio brands in order to grow their presence in markets outside Japan by 20 per cent.
Satoshi Suzuki, President and CEO of Pola Orbis, commented: “The opening of the Pola Orbis global business strategy office in New York serves as a base point for the group’s overseas development process.”
“This division will formulate marketing strategies geared to each country and region, in line with the multi-brand strategy which seeks to boost markets share through several brands and accelerate efforts to demonstrate synergies among the brands handled by Group companies.”
Delivering global strategy
The new office will be closely aligned with the company’s Tokyo headquarters, with its main aim being to further Pola’s global presence and create new marketing strategies.
This location will focus on delivering a global strategy for the company. It will also give portfolio brands a management and office medium to co-ordinate efforts in markets, channels, marking, operations and staffing for each brand and within the brand portfolio.
Robert Seidl, chief global business strategy officer for Pola, explained to CosmeticsDesign-Asia.com: “The opening of the NYC office focuses and consolidates all Pola-Orbis global strategic planning, decision-making and initiatives in the global centre of the beauty industry, New York.”
“The office will assist individual countries with increased understanding of home market dynamics, market intelligence, competitive knowledge and best practices.”
Expanding global presence
Pola Orbis Holdings is one of Japan’s leading cosmetics companies and the 20th largest in the world overall.
Going forward, the firm will expand its global reach by extending existing portfolio brands into different regions, as well as by adding brands to its current portfolio.
Seidl noted: “The company intends to achieve a minimum of 20 percent of its sales turnover from markets outside Japan by 2020.”