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Shiseido Co. said Thursday it will start selling cosmetics in Albania, Kosovo and Macedonia later this month, becoming the first Japanese cosmetics maker to make inroads into the three Balkan countries.

The news comes amid moves by European and U.S. cosmetics companies to enter the markets, targeting wealthy people, as social situations in these countries have started to stabilize.

Shiseido will market its products through a distributor in Slovenia, Shiseido said.

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