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Shiseido Shifts Marketing Focus; Aims At Women In Their 30s

January 14, 2016: 12:00 AM EST
Japan-based beauty brand Shiseido revamped its marketing strategy to focus on women in their 30s. Established 144 years ago, Shiseido is one of the industry’s oldest and most established brands, selling its products in 88 markets. Its previous advertising campaigns highlighted the fair Asian face; however, its latest efforts seek to reach out to women of different nationalities and ethnic backgrounds.
Gladys Chung, "Shiseido's new look embraces ethnic diversity", The Straits Times, January 14, 2016, © Singapore Press Holdings Ltd.
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