Shiseido mounts global fragrance launch

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TOKYO -- In a move to strengthen its position in the global fragrance market, Japanese cosmetics firm Shiseido plans to introduce a new fragrance line that it will market worldwide.

Shiseido Relaxing Fragrance, which will make its debut on the world stage in October 1997, features a new concept in fragrance that focuses on the physio- psychological effects of aromacology. The line is composed of five items priced around $25-to-$35.

It will be distributed through prestigious department stores and other upscale retail outlets in about 50 overseas countries.

The company is expected to sell some 500,000 units during the first year. The line will be introduced in Japan in or after fiscal 1998, the company says.

Copyright August 1997, Crain Communications Inc.

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