Shiseido buys Bare Escentuals
Japanese cosmetics group Shiseido has entered the natural cosmetics segment of the market with the acquisition of the US company Bare Escentuals for $1.7bn. Based in California, the American company will continue as a consolidated subsidiary of the Japanese group.
Japanese cosmetics group Shiseido has entered the natural cosmetics segment of the market with the acquisition of the US company Bare Escentuals for $1.7bn. Based in California, the American company will continue as a consolidated subsidiary of the Japanese group.
The purchase is part of Shiseido's management strategy of increasing growth potential worldwide with the aim of achieving some 50% of sales on the international market. The Japanese market has contracted in recent years as the population has aged.
Bare Escentuals is a producer of innovative mineral-based cosmetic products with a 67% share of the market segment achieved through direct marketing and promotion in department stores and boutiques. Shiseido has more recently been turning to the Chinese market to offset Japanese contraction and this international acquisition will provide a network of 800 points of sale in the US. The US company will function as a group division under its existing director general Leslie Blodgett.