Japanese beauty giant Shiseido is to set up a new company in the Middle East by the end of this year. Named Shiseido Middle East FZCO, the company will be based in Dubai, the United Arab Emirates (UAE) and was established in partnership with a local company. The new company will import and market products under the Shiseido brand in seven Middle East countries – Bahrain, Jordan, Kuwait, Oman, Saudi Arabia, Qatar, and UAE. Shiseido International Europe S.A., Shiseidos wholly owned subsidiary in France, and the local company hold equity shares of 51% and 49%, respectively.
According to Shiseido, the move is motivated by “the regions high market potential underpinned by its large population that includes many affluent consumers”.
Business operations in the seven countries will continue to be undertaken by Creation, the current distributor, until January 2014 when Shiseido Middle East will take over.