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Shiseido to launch unified Travel Retail division

Apr 18, 2016

Beauty giant Shiseido is integrating its portfolio of cosmetics, makeup and fragrances brands to create a unified division for the travel retail channel.


According to the Moodie Davitt Report, the move becomes effective 1 May and involves skincare brands Shiseido, Clé de Peau Beauté, Anessa and Aupres; make-up brands NARS and bareMinerals; and fragrance brands from its Beauté Prestige International subsidiary, including Issey Miyake, Narciso Rodriguez, Elie Saab, Alaïa, Zadig & Voltaire and Serge Lutens, as well as the distribution of Burberry in selected travel retail markets. 

Travel retail activities of the brands will be brought together under single management, creating a global organisation that can quickly respond to market changes. Philippe Lesné will lead the Travel Retail division as President, reporting directly to the group’s CEO, Masahiko Uotani.

“We want to create new synergies between our cosmetics and fragrance businesses, and become a more agile and efficient organisation to better serve our consumers and partners, speaking to them in one voice through a coherent global travel retail strategy,” said Philippe Lesné to the specialist travel retail magazine Moodie Davitt Report.

“The unification brings together BPI’s expertise in fragrances with Shiseido Group’s strengths in cosmetics, creating a comprehensive three-axis portfolio which enables the sharing of best practices and resources to drive growth.”

Based in Singapore, Shiseido Travel Retail will have 210 employees worldwide with dedicated sales, marketing, merchandising and training teams. Under the new structure, the organisation will be split into three regions: America, Asia Pacific and Europe, Middle East & Africa (EMEA).
The cosmetics group said Shiseido Travel Retail is a key step in its Vision 2020 corporate strategy, brought forward by Shiseido Group CEO, Masahiko Uotani.

The group also announced on Monday the appointment of Jill Scalamandre as president of the newly launched Global Makeup Center of Excellence.

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