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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.

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