Faced with a maturing market in Japan, the nation's largest cosmetics company has turned its attention to China.
In late September, Shiseido Co. launched cosmetics specialty store Huan Cai Kong Jian in Shanghai. The Tokyo-based cosmetics company plans to open four more such outlets, in Beijing and Shanghai, before the end of the fiscal year.
Until the launch of Huan Cai Kong Jian, Shiseido's first wholly owned outlet selling its cosmetics products in China, the company had only been retailing cosmetics through 350 Chinese department stores.