Shiseido Non-Retail Studios Opening To Boost Brand Image In U.S.
This article was originally published in The Rose Sheet
Executive Summary
Shiseido opened its inaugural U.S. studio in New York City's SoHo neighborhood Nov. 18. The main purpose of Shiseido Studio, which will not sell products, is to boost department stores sales by increasing awareness of the Shiseido beauty brand in the U.S.
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Shiseido in the U.S.
First West Coast non-retail Shiseido Studio educational center opening in Santa Monica, Calif. this summer in conjunction with Fred Segal distribution, Prestige Cosmetics General Manger Heidi Manheimer says. Focused on skin analysis and education, the Shiseido Studio in New York City's SoHo district has 30,000 registered visitors since opening in November 1999 (1"The Rose Sheet" Nov. 22, 1999, p. 3). Fred Segal distribution will fill need in U.S. to access specialty consumer, Manheimer adds. Company plans to target "younger, trendier" customer with target age of 30-35, rather than current 35-40 range within a couple of years, she adds
Shiseido in the U.S.
First West Coast non-retail Shiseido Studio educational center opening in Santa Monica, Calif. this summer in conjunction with Fred Segal distribution, Prestige Cosmetics General Manger Heidi Manheimer says. Focused on skin analysis and education, the Shiseido Studio in New York City's SoHo district has 30,000 registered visitors since opening in November 1999 (1"The Rose Sheet" Nov. 22, 1999, p. 3). Fred Segal distribution will fill need in U.S. to access specialty consumer, Manheimer adds. Company plans to target "younger, trendier" customer with target age of 30-35, rather than current 35-40 range within a couple of years, she adds
Shiseidostudio.com Expands Firm's Customer Relations Effort
Shiseidostudio.com expands the reach of Shiseido's non-retail showroom and seminar center by allowing consumers to access information about courses and programs via the Internet.