Shiseido Thailand reformats to appeal to younger consumers

Shiseido Thailand is eyeing young Southeast Asian consumers, especially millennials, after revising and reformulating its product range.

Yoshiaki Okabe, chief brand officer for Shiseido, told the Bangkok Post during a visit to Thailand that since 2016 Shiseido has been focusing on makeup products which appeal to younger customers.
“We foresee huge growth potential in Southeast Asia and came up with an ambitious plan for Thailand for 2018-20,” Okabe said.

The brand has also collaborated with Princess Sirivannavari Nariratana to create an exclusive collection for Thais. The princess is in charge of every design step, from selecting the colour schemes and different shades to designing the packaging.

Princess Sirivannavari Nariratana - Shiseido

The Shiseido x Sirivannavari collection consists of eye, cheek and lip products priced THB2500-3500 and available at 40 selected Shiseido counters nationwide for up to three months.

The full interview can be read on the Bangkok Post website.

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