Faced with shrinking profits due to underperforming Chinese sales, Shiseido has revised its earnings expectations for the upcoming two years. This adjustment is attributed to the declining demand in China, intensified market competition, and diminished consumer confidence.
Shiseido’s President, Kentaro Fujiwara, has introduced a modified strategy aimed at revitalizing the brand. This plan includes cost optimization efforts and capitalizing on stronger sales performances in Japan and other international markets.
The challenges faced by Shiseido in the Chinese market underscore broader difficulties experienced by luxury and beauty brands within the country’s economic environment.