Shiseido expands Aupres line for Chinese market

Japan-based cosmetics firm Shiseido has unveiled new skincare products under its Aupres line for the Chinese market.

The new products will be available for purchase from 1 April at about 700 department stores. The firm will also renew its sales-counter design, beauty consultant uniforms, and storefront customer service.

In addition, each Shiseido store will also receive beauty device Aupres Skin Analyzer, which allows customers to analyse the texture of their skin. The firm will also analyse customer data, such as purchasing history and skin type, and allow customers to browse their own information through a smartphone app.

The new products include anti-aging Aupres Time Lock, whitening Aupres Whitening
line, Aupres Multi-effective Protector for daytime use, and a specially designed cotton sheet Aupres Cotton.

Shiseido Liyuan Cosmetics' Chinese subsidiary president Toshitada Hori was quoted by globalcosmeticsnews.com as saying: "We want to create a reputation [for the brand] that the skin of people who use Aupres products is really beautiful."

Created by Shiseido for China in 1994, the Aupres brand has posted robust growth. It targets women in the age group of 30 and 40 years.

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Image: Shiseido innovation centre in China. Photo: courtesy of Shiseido Group.