Shiseido aims to propel Dolce & Gabbana to Top 10 status

Since taking on the fragrance and cosmetics license of the Italian fashion house, Shiseido has outlined ambitious growth plans

Shiseido Group has announced ambitious plans for its latest fragrance and cosmetics license brand addition Dolce & Gabbana.

In July, Shiseido revealed it had secured a deal with the Italian designer fashion house to develop, manufacture and distribute its fragrance, make-up and skin care products.

Coty was in line to take on the responsibility along with its purchase of P&G’s specialty beauty business, however, the deal fell through as the licensors did not provide consent within the speicified timeframe back in January.

Now housed under the Shiseido Group EMEA division, Dolce & Gabbana’s future is in the hands of Louis Desazars, President and CEO of Shiseido Group EMEA, and his team.

Dolce & Gabbana takes Shiseido Group into a different category of brand and business

Desazars explained that Shiseido’s plan is to grow Dolce & Gabbana’s business by more than double with an aim of reaching €1bn in the next ten years. The company also plans to propel the brand into the global fragrance top ten.

He said: “This is a big opportunity and we have an important and shared ambition with Dolce & Gabbana’s two designers. Dolce & Gabbana takes Shiseido Group into a different category of brand and business.

"It is our first major fashion brand with three axis. It is a brand with a strong identity and heritage. It is a brand with an amazing awareness and strong customer bonding.”

He added: “This new profile has greatly increased the Group’s attractiveness, to customers and to potential new talents in the luxury industry. We have now reached a critical size allowing us to accelerate while reinforcing our expertise.”