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Business

Shiseido to roll out anti-wrinkle cream in China

Latest offering taps burgeoning cosmetics market

Shiseido hopes to tap Chinese demand with its Vital-Perfection line of anti-aging products.

TOKYO -- Shiseido will introduce a wrinkle-fighting cream in China this November with an eye toward leveraging strategic product lines to speed its growth in that market.

The Shiseido-branded cream's wrinkle-fighting properties were officially recognized recently by Japan's Health Ministry. It will come out Nov. 1 in China, as well as Japan, after an initial launch last fall in 15 other Asian markets, according to the company's announcement Tuesday.

The cream will be produced in Japan and shipped to China, where it will be available mainly in department stores. Shiseido hopes to capitalize on growing Chinese interest in beauty products with its first anti-wrinkle offering on the mainland.

In Japan, the cream will be available at about 270 locations, including department stores, and through Shiseido's e-commerce site. It is expected to carry a price tag of about 13,000 yen ($118).

This is Shiseido's second anti-wrinkle product sold in Japan. The first debuted in June under the Elixir brand, which is aimed at mass-market retailers such as drugstores. The cream, which retails for around 6,000 yen, has proved quite popular, with 680,000 units shipped in the first month after launch.

(Nikkei)

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