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Shiseido unveils cosmetics line developed for global market

Kyodo

Shiseido Co. on Wednesday launched preliminary sales of a skin product strategically developed for the international market as part of a campaign by the major cosmetics company’s new president to lift its global profile.

The Shiseido brand, together with the domestically strong Elixir and MAQuillAGE, are at the forefront of the international push by President Masahiko Uotani, the former president of Coca-Cola (Japan) Co. who took over Shiseido in April.

At Hankyu Department Store’s Umeda Main Store in the city of Osaka, Uotani joined a marketing team at the brand booth Wednesday morning to promote the newly launched Shiseido ULTIMUNE Power Infusing Concentrate skin essence.

“With all the employees united, let’s show off new Shiseido to delight our customers,” said Uotani to the marketing team before the store’s opening.