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Shiseido targets Asian middle class with luxury skin care

Japanese cosmetic giant invests $1.5bn in expanding production capacity

Cosmetics made in Japan are popular with mainland Chinese and Southeast Asian tourists.    © Reuters

TOCHIGI, Japan -- Japan's top cosmetics company, Shiseido, is counting on the rising middle class in Southeast Asia and China to help achieve its global sales target of at least 1.29 trillion yen ($11.8 billion) in 2020.

Shiseido opened its new factory in Tochigi prefecture, north of Tokyo, last Wednesday, in response to rising demand for "made-in-Japan" products from Asian countries and tourists. The factory's production capability is about 120 million items.

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