Shiseido targets younger Chinese consumer with Aupres relaunch

Shiseido targets younger Chinese consumer with Aupres relaunch

Shiseido has revamped its Aupres skin care line, with new packaging and products aimed at attracting a younger consumer, according to a report published by Nikkei.

The Japanese cosmetics giant collected data from more than 100,000 Chinese consumers to develop 26 new products, and has adopted a new pink brand identity aimed at a younger target market. The new line will launch in March.

“We want to create a reputation – that the skin of people who use Aupres products is really beautiful,” Toshitada Hori, President of Chinese subsidiary Shiseido Liyuan Cosmetics told reporters.

 

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