Shiseido Sets Sights On Becoming A Global Fragrance Leader

President and CEO Shiseido Group EMEA Louis Desazars laid out plans for Shiseido to become one of the top five prestige players in EMEA and a top ten global player. Specifically, the company aims to boost its global market share in fragrance from 5.8% to 9% within five years. Desazars said “The ambition is to grow this major business and more than double it to reach €1 billion in the next ten years and enter the global fragrance top ten.” From January 1, 2017 Shiseido’s Paris-based Beauté Prestige International (BPI) will be phased out as a corporate brand to make way for the group’s new Global Fragrance Centre of Excellence.  Seeking to become a major fragrance player is a bold move for a Japanese corporation where companies have traditionally focused on skincare and cosmetics.  Of special focus will be the Dolce & Gabbana that Shiseido plans to leverage with a key priority being boosting brand visibility in stores.