Shiseido grows 11.8% in EMEA region, 5.7% worldwide in 2019

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Nicola Mira
Feb 26, 2020
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In 2019, Japanese cosmetics group Shiseido generated a revenue of JPY1.131 trillion (approximately €9.45 billion). Although the result was slightly below the group’s forecast (which Shiseido had already trimmed down in November, notably concerned by the impact of Hong Kong’s political unrest), the group's worldwide sales nevertheless grew by 5.7% overall, with comparable sales up 6.8%.

Shiseido is growing in the EMEA region

In the EMEA region, Shiseido recorded an 11.8% rise in net sales, reaching a total revenue of JPY118.4 billion (€968 million). All of the group’s product categories posted a positive performance. Fragrances, with the Issey Miyake, Elie Saab and Serge Lutens labels, recorded a 12% growth, while make-up and skincare, featuring brands like Laura Mercier, Nars and Shiseido, recorded sales rises of respectively 13% and 10% in the region.

“By relying on robust brands and by investing steadily and significantly, we managed to emerge against a backdrop of intense competition and a constantly changing retail environment. All our brands are growing, and all markets, without exception, recorded positive, record-breaking results,” said Franck Marilly, president of Shiseido EMEA.

Dolce & Gabbana, whose fragrance licence has been held by Shiseido since 2016, recorded a 10% revenue rise, notably thanks to the launch of its new men’s perfume, K. Narciso Rodriguez is instead reported to have grown by 21%, driven by the launch of the Pur Musc For Her fragrance. In the skincare category, Shiseido grew by 9%, and in make-up, Nars drove growth with a 17% net sales increase in 2019. A few markets within the EMEA region posted double-digit growth, like the UK, Germany, Russia, Spain and the Middle East as a whole.

This year, Shiseido plans to become one of the top-five prestige beauty players in the EMEA region, and to reach a 9% share of the global perfume market. These are two of the objectives set by the group as part of its Vision 2020 strategic plan.

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