Interview

Shiseido plots comeback in China through midsize cities: CEO

Japan cosmetics maker looks to weed out unprofitable brands

20250131N Fujiwara

Shiseido President and CEO Kentaro Fujiwara said his company is dealing with new competition by targeting young consumers. (Photo by Nikkei)

RYOTA NISHIYAMA
February 1, 2025 05:03 JST

TOKYO -- Amid prolonged struggles in major market China, Japanese cosmetics maker Shiseido is undergoing structural reforms focused on narrowing down brands and reducing costs.

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