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Shiseido/Stila

This article was originally published in The Rose Sheet

Executive Summary

Joint venture will bring Stila cosmetics line to Japanese market in the fall. Stila Cosmetics products will be marketed through InterAct, a wholly owned subsidiary of Shiseido, which was created in June 1997. The cosmetics line will be launched in five prestige stores, including Hankyu (in Osaka) in August, Daimaru (Shinsaibashi) in September and Mitsakoshi (Ginza) in October. Stila hopes to open up to 40 doors throughout Japan within five years. Shiseido's projected sales volume for Stila Cosmetics in Japan is approximately $3.3 mil. in the first year. Founded in 1994, Los Angeles-based Stila's retail sales topped $15 mil. in 1997, while projected retail sales for 1998 are expected to exceed $20 mil. Stila cosmetics are sold in more than 40 U.S. doors, including Barneys New York, Saks Fifth Avenue and Nordstrom stores...

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