Shiseido will launch Za (pronounced “zee-ei”) in the Japanese market from September.

The Za lineup to be offered in Japan will comprise 54 types of 19 cosmetics items, retailing at prices ranging between 630 yen (US$7.84) and 1260 yen (US$15.69).

Japan will be positioned as an integral part of the Asian market for Za. In its first fiscal year of launch in Japan, Za will be rolled out at around 300 variety and other stores. Za products will be manufactured at Shiseido’s factories in Vietnam and Taiwan and imported by Etwas Company and marketed by Et tu sais Company, both wholly-owned subsidiaries of Shiseido.

Taking advantage of the economy of scale that can be enjoyed in this Japanese market, Shiseido will strive to promote its three brands, namely, Za, Senka, and Tsubaki, to achieve growth and profitability.

By adding Japan to its Asian market for Za, Shiseido seeks to reinforce its capacity to meet lower-end demand in Japan, acquire new customers, and boost sales. The Za brand, which does not piggyback on the Shiseido name, was first launched in 1997 as a strategic brand targeting the expanding middle-income population.

Za products are self-marketed at retail prices of around US$10, mainly at drugstores in China (including Hong Kong), Taiwan, Thailand, Vietnam, Singapore, Malaysia, Indonesia, and New Zealand. More than 6000 stores carry Za products internationally.  

GB