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.