Shiseido Joint Venture in Indonesia

Shiseido has established a joint venture in Indonesia to strengthen the Professional business in Asia, in partnership with the Aura Beaute Group, current distributor for the Shiseido Professional brand in Indonesia. The new company was named PT Shiseido Professional Indonesia, and an ownership ratio of 65% and 35% was agreed upon, with Shiseido as the major holder.

As part of the VISION 2020 medium-to-long-term strategy formulated in December 2014, Shiseido has restructured its brand businesses into four groups, namely, Prestige, Cosmetics, Personal Care and Professional, according to types of customer contact, with the aim of developing strong brands and implementing appropriate marketing plans.

Existing individual brands are being repositioned under the new structure. For the Professional business, Shiseido accelerates global activities with multi-brand, Shiseido Professional and Joico. Indonesia has a large population that currently stands at 250 million, ranking it at the top among the ASEAN nations and fourth in the world. The population is expected to expand in the coming years, along with growing wealthy class, which will provide a promising market for the Professional business.

The recent joint venture project represents an important step for the business to capture this growth opportunity through new operations scheme. Shiseido Professional has started since December 2013 and is very popular among beauty salon owners now. We will step up our efforts to enhance the brand’s prestigious image in the region through forging strong partnerships together with top beauty salons.