資生堂は3月に1,800億円で買収した米国発のミネラル化粧品ブランド「ベア・エッセンシャル」を来年度に主要都市の百貨店を中心に出店を強化し、路面店も視野に入れる。同ブランドは2004年にカタログ販売で日本に進出しており、伊勢丹新宿本店に3月に初のショップをオープンし、最近2店舗目を梅田阪急に出店した。来年度から資生堂との共同開発による商品が発売される見込み。
Shiseido to expand Bare Escentual’s Japan offer, share resources
Japanese beauty giant Shiseido Co is to accelerate the expansion of its Bare Escentuals brand from next year targeting department stores in major cities nationwide. It will also consider opening free-standing units.The US brand, which it bought for ¥180bn ($2.04bn) in March, entered the Japanese market in 2004 on a mail-order basis. Its first Japanese store debuted in March at Isetan Co’s flagship department store in Tokyo’s Shinjuku district, with the second recently opening in Hankyu’s main store in Osaka’s Umeda district.Shiseido and Bare Escentuals have also launched a project team to discuss ways to collaborate, with more than 10 employees from the parent participating.The team will discuss how best to use Shiseido’s management resources to strengthen Bare Escentuals’ product development and to expand its store network, as well as ways to cut costs by sharing management infrastructure, such as research and production bases.They hope to introduce co-developed products in 2011.
© WGSN 2010
