Starting September 2012, Shiseido will launch Za (pronounced “zee-ei”) in the Japanese market. Za is a skincare and makeup brand currently offered in the Asian market for women in their 20s as one of the Global Mega-Brands strategically launched in markets around the globe. The Za lineup to be offered in Japan will comprise 54 types of 19 cosmetics items, retailing at prices ranging between 630 yen and 1,260 yen. Shiseido has been marketing Za products in eight countries and regions, positioning Za as a “masstige”* brand (a word coined from “mass” and “prestige.”).
By adding Japan to its Asian market for Za, Shiseido seeks to reinforce its capacity to meet lower-end demand in Japan, acquire new customers, and boost sales.