Currently offered in 12 other markets in the Asia/Oceania region, the skin care and make-up range will target India’s ‘upper masstige’ bracket, in a shift of focus from Shiseido’s traditional emphasis on prestige products in the region.
A 360 degree digital strategy has been announced for the launch, signalling Shiseido is up to speed with catering for India’s increasingly web-mobile masstige consumer base.
India focus
Shiseido has been building a client base for its prestige products in department stores over the last 12 years, but Za is the first mid-range brand from Shiseido’s global portfolio to be launched in India.
Targeting the mass market is a timely move by the cosmetics giant, and will ensure the company is well placed to take advantage of the on-going boom in fast moving consumer goods.
"Driven by growing consumption in rural and semi-urban areas, the FMCG market is set to double from $14.7 billion in 2008-09 to $30 billion in 2014," Manoj Mehta, chairman, ‘International Beauty Mart' 2014, told Cosmetics Design.
The company states it intends for the range to be offered in 250 doors by the end of 2014, 650 doors in 2015, and has expansion plans in place to reach over 1,700 doors by 2018.
The products will be imported into the market after being manufactured primarily at the company’s Vietnam factory, which serves the ASEAN and Japanese markets, in order to maximize production and transportation cost efficiency, according to Shiseido.
Digital launch
India now has the 3rd largest internet population, out of which 39% are women, according to VML, the marketing company charged with carrying out the marketing campaign for the upcoming launch.
“It is therefore a necessary platform for a contemporary beauty brand such as Za to connect with their target audience,” observes Tripti Lochan, VML CEO.
Shiseido confirmed its intention to focus on digital marketing avenues.
“Digital is going to be a driving pillar of our marketing strategy,” stated Salman Bukhari, director of marketing for Shiseido India.