Shiseido Co., the beauty company that's 146 years old, is giving itself one big makeover.
To attract more coveted consumers in their 20s and 30s, the company is overhauling its entire Shiseido makeup line and discontinuing almost 100 products. It's being replaced with a new collection in September that marries popular Western trends such as bolder colors and matte cosmetics with a Japanese flair for minimalist design and packaging that appeals to a younger crowd drawn to Asian beauty brands.
"What's important is we can recruit new users to the Shiseido brand," said CEO Masahiko Uotani in an interview Wednesday. "We can now get into this new segment of younger consumers who are going to become long-term users for us."