UAE. Japanese cosmetics brand Shiseido has made its debut within Middle Eastern travel retail in partnership with Dubai Duty Free (DDF).
The company began trading at the location on 6 July, via a backwall and gondola installation.
“We [consider it] a great challenge and opportunity that Dubai Duty Free has decided to enhance its space for beauty, and that Shiseido has entered Dubai with a personalised space in a prime location,” a company spokesperson told The Moodie Report.
“We hope to contribute strongly to increasing skincare sales at Dubai airport.”
The new opening is being supported with dedicated beauty consultants, in line with Shiseido’s commitment to providing high-quality customer service.
The company, founded in 1872, claims to be the market leader in Japan, with annual sales of around US$5.8 billion. However, travel retail is a relatively new business for Shiseido; it first entered the channel in 2001.
“Our approach in travel retail is extremely selective, since we currently operate only 120 doors worldwide,” added the spokesperson. “Dubai is therefore strategic in terms of an entry step into Middle East travel retail.
“Our strategy is to focus on generating high sales per door and we feel that DDF has the same objective.”
MORE STORIES ON SHISEIDO
Shiseido expands its skincare portfolio – 22/07/05
Shiseido unveils new first-half launches – 18/02/05
