TOKYO -- Japan's Shiseido will bring a core skin care line to China starting in January, complete with a new made-in-Japan production and marketing strategy to exploit the cosmetics brand's newfound popularity with Chinese travelers.
The Elixir line will be sold through 10 dedicated outlets in China. The first will open in a Shanghai shopping mall in January. Beauty experts will be on staff to advise shoppers, as in Japanese stores. The outlets' design will incorporate images of Tokyo. Locations in Guangzhou and elsewhere will be added during the year, helping grow brand awareness among working women, primarily in major cities.