Shiseido "Vocalises" international ambition

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TOKYO -- Tokyo-based Shiseido International will next month introduce onto the world stage a new perfume, "Vocalise". The company will start selling the fragrance in U.S. department stores and in some parts of the Japanese market, before rolling out distribution to Europe from next spring.

The international subsidiary of Shiseido, the fourth biggest cosmetics company in the world, plans with this launch to revitalize the Japanese market as well as develop its overseas sales. The company has the stated aim of reaping 25% of its sales from outside Japan by 2000.

Perfume-related products already account for 30% to 40% of sales in European and U.S. cosmetic markets. But in Japan, they are worth a mere 1% of sales.

Copyright September 1997, Crain Communications Inc.

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