Shiseido posts 17,6% increase in sales in Europe, Middle East and Africa

Shiseido has posted 17.6% sales rise in the Europe, Middle East and Africa (EMEA) region. Sales for the group, owner among others of the Shiseido and Nars brands, were worth JPY26.5 billion (€241 million) in the region. A major factor in this strong performance was the addition in October 2016 of the worldwide Dolce & Gabbana licence for fragrance, make-up and skincare to the Japanese group’s brand portfolio.

Shiseido has ambitious plans for the EMEA region: in the next five years, it plans to climb to number five in the regional beauty brand ranking, from its current eighth place. The Japanese group has boosted its marketing investment in the area through the launch of two advertising campaigns, for which the company recorded an operational loss of JPY2.1 billion.

In the same period, Shiseido recorded revenues for JPY232.46 billion (€1.88 billion), equivalent to a 9% growth. The most buoyant channel was travel retail, whose sales leaped 77.8%, driven by China.