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Shiseido unveils new products for Chinese market

Japanese cosmetics maker seeking to rejuvenate sagging business

Toshitada Hori, president of Shiseido Liyuan Cosmetics, highlighted the company's new branding strategy at a press conference in Beijing on Thursday. (Photo by Mariko Tai)

BEIJING -- Shiseido announced new products in its Aupres line for the Chinese market Thursday, aiming to shore up a flagging business while capitalizing on customer data from a growing array of sales channels.

The cosmetics maker unveiled 26 new items developed using data from more than 100,000 Chinese. These products suit the skin of 90% of Chinese people, Shiseido says. The new line will launch in March. The Tokyo-based company will also consolidate customer data, including purchasing history and skin type, and let customers browse their own information via smartphone.

"We want to create a reputation [for the brand] -- that the skin of people who use Aupres products is really beautiful," Toshitada Hori, president of Chinese subsidiary Shiseido Liyuan Cosmetics, told reporters here.

The brand will also switch to a pink color scheme aimed at younger consumers. Shiseido started remodeling sales floors this spring with pink decor.

The Aupres brand was created by Shiseido for the Chinese market in 1994. It has seen solid growth, mainly among 30- and 40-something women, but sales have slumped over the past few years amid fierce competition.

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