Shiseido opts for 'Clé de Peau Beauté' brand to strengthen Asia presence

The premium skin care line will head up a portfolio of brands to be pushed into the limelight in 2015 including Nars, bareMinerals and Aupres.

According to the vice president of global travel retail for Shiseido, Philippe Lesne; Asia is the number one priority for the brand.

“We are gradually expanding the ‘non-Shiseido’ portfolio. We do two-thirds of our business in Asia, and within three to five years that figure is likely to rise to 80%​,”  ​Lesne told The Moodie Report.​

Skin care brand Aupres, is also being pushed into Asian travel retail. “Aupres has been part of our portfolio for 20 years, but it is not well known internationally​,” said Lesne.

“It is positioned as entry luxury, and was created exclusively for the Chinese market, so it allows us to target a different consumer,​” he adds.

Colour cosmetics portfolio also doing well​

Lesne further notes that colour cosmetics brand, bareMinerals is also making good progress within travel retail. The range is well established in the US, UK and other countries in the West like Scandinavia.

“Within travel retail its presence to date is mostly concentrated within Europe and the Americas, but we are working on the opening of Sydney Airport, which will be the first travel retail door in Asia Pacific​,” says Lesne.

In terms of product launches, the vice president of global travel retail says Shiseido’s 'Ultimune' brand, still holds a lot of potential.

“Its' concept of targeting the skin’s immune system is very relevant to the Asian consumer. This product will be a key priority for Shiseido for years to come,” ​he says.

Lesne also flagged up Shiseido’s Bio-Performance, Vital Perfection, White Lucent and Benefiance as pillar franchises.