Shiseido launches global skincare line next year

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TOKYO--Shiseido, Japan's oldest and largest cosmetics marketer,will launch the line "Shiseido The Skincare"'in January. The new 15-product line will debut in Japan and be gradually rolled to 60 countries worldwide.

Products in the "Shiseido The Skincare" line are targeted at women in their late 20s and 30s. The products contain ingredients to protect the skin from outside factors such as pollution and ultraviolet light that can cause early aging.

The key active ingredient -- Phyto Vitalizing Factor -- is an originalcompound designed to improve the communication network between the dermis and epidermis layers and thus maintain the surface condition of skin, thecompany says. The products also contain thiotaurine, an anti-oxidant. Thio-taurine , Shiseido says, restores and maintains the skin's barrier function,reducing the harmful effects of UV rays, and thereby facilitates good commun- ication between the epidermis and the dermis.

Shiseido estimates retail sales of "Shiseido The Skincare" will reach $74 million in the first year.

To prepare for the next century, Shiseido also announced that it has repositioned its corporate activity under the banner "Skincare House Shiseido."

Copyright September 1999, Crain Communications Inc.

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