Shiseido India acceleration: ‘Seismic shift’ towards skin care and self-care represents significant opportunities

The Japanese company first entered the Indian market in 2001. Since then, it has observed a significant transformation in India's beauty market.

“The Indian market has seen a seismic shift in consumers’ understanding and uptake of beauty brands and products in the last few years. There is a growing base of savvy consumers who are well versed with global beauty brands, trends, and skin care ingredients,” ​said Nicolas Baudonnet, vice president, cosmetics and fragrances, Shiseido.

“SHISEIDO being a clinical and highly research-driven brand with a very high efficacy rate caters to women from the age of 18 to 50 years with products strategically selected to target the skin concerns for the Indian market.”​

He added that Indian consumers now increasingly prioritise skin care as part of their self-care and wellness rituals.

The skin care brand launched its first standalone store in India at Inorbit Mall Malad in Mumbai. This followed the launch of NARS Cosmetics early this year.

“Shiseido is committed to bringing the best of our brands and products to consumers in India. We have some exciting innovations planned for Shiseido in the coming year and are excited to bring them to consumers in India as well,”​ Baudonnet told CosmeticsDesign-Asia.

Baudonnet said SHISEIDO has been “priced competitively” in India’s premium category, with a 30ml Ultimune serum priced at INR6,000 (USD72).

“​We also have an anti-ageing range called Vital Perfection which is slightly more expensive and finally an uber luxury offer called Future Solution LX which also offers facial cabin service. Not to forget that Shiseido also carries a range dedicated for men.”​

Building a skin routine

The company has also appointed a new spokesperson for India, actress Tamannah Bhatia.

“Tamannah’s natural beauty, combined with her ability to effortlessly adapt to various roles and styles, makes her an ideal choice as SHISEIDO’s brand ambassador for India,” ​said Baudonnet.

With its new store and new spokesperson, SHISEIDO is moving ahead with its campaign to promote it’s activate, strengthen, and regenerate skin care routine.

The brand claims that this regime can achieve a more revitalised and clarified look with visible results in a week.

“We believe it is the right time to build a better understanding of our beauty offerings for Indian consumers, focusing on our newest ‘activate, strengthen and regenerate’ skin care routine campaign which is a combination of lotion, serum and cream that can be used for all skin types, age, and gender,”​ said Baudonnet.

In addition to skin care, the brand hopes to strengthen its presence in the colour cosmetics market.

“We have recently strengthened our offer on Shiseido makeup which has been developed with the skin in mind. The Synchro Skin foundation series features innovative light-adjusting technology that addresses the major obstacles that impede radiance: fine lines and wrinkles, uneven skin tone, and loss of hydration,” ​said Baudonnet.

He also confirmed that the brand will launch its new RevitalEssence Glow Foundation early next year.

The product “fuses serum and foundation” to bolster and fortify the skin's natural barrier with fermented kefir extract,​ the brand claims.

The cornerstone of this hybrid formulation is the combination of niacinamide and fermented kefir extract which the company claims to support the moisture barrier function of the skin.