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Shiseido in the U.S.

This article was originally published in The Rose Sheet

Executive Summary

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
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