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Business trends

Japanese cosmetics makers look to lure repeat customers in China

Shiseido opens 'experience spaces' while Pola banks on hit anti-wrinkle cream

Pola's Shanghai store. The company plans to increase the number of stores in China threefold by 2020.

TOKYO -- Japanese cosmetics makers in China are expanding operations as they try to keep Chinese tourists returning from Japan as repeat customers while growing a domestic customer base.

Shiseido is setting up in-store "experience spaces" for its major brand in all its locations, while Pola Orbis Holdings will release a popular anti-wrinkle product. Overall, the industry set record highs for exports to China for five consecutive years through 2017.

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