Kazuhiro Asakawa

In the 1990’s Shiseido created from scratch a very successful perfume business in France. This case summarizes its development, from the acquisition of beauty salons to learn about the market to the building of a new plant, through the creation of a new company and the launch of several designer brands.

Published 02 Jul 2002

Reference 4934

Topic Strategy

Industry Cosmetics

Region Global

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