South Africa is Shiseido’s latest target

Africa’s biggest economy follows Egypt and Morocco ventures

Japanese cosmetics group Shiseido is to launch cosmetics sales in South Africa from this month. Marketing, especially of skin care and make-up ranges, will be based on leading department stores through the South African distribution company Prestige Cosmetics. Beauty consultants will undertake in-store consultation and end-use sales.

Shiseido's strategy is to establish a brand presence in South Africa after moving into Egypt (via the Cairo Airport duty-free area) and Morocco in 2009. South Africa is recognised as an economy with the highest GDP level in Africa and has recently achieved steady double-digit growth. The Japanese company calculates that in 2009 overall sales in the South African market reached €1.1bn with top-of-the-range cosmetics accounting for sales of €220m.

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