4.  +N + Prep .P

Davika to front Shiseido

Shiseido of Japan is spending heavily to boost the popularity of its mass-market prestige, or ``masstige'', cosmetics in East and Southeast Asia, with a Thai actress chosen for the first time as a regional brand ambassador.

Carsten Fischer, corporate senior executive officer at Shiseido Co Ltd, said the company planned to increase sales over the next two years by spending more on marketing, particularly in Thailand, and introducing innovative new products.

It wants to meet the complex demands of East and Southeast Asian women, whose purchasing power has increased in line with regional economic growth.

Mr Fischer said the masstige cosmetics market was growing more rapidly in the region than the regular prestige market.

``Thailand is very important for Shiseido masstige cosmetics in Southeast Asia, because it is the centre in terms of economy, geography and GDP. We rank  Thailand among the top markets in the region,'' he said.

Shiseido's key masstige brands are Za, Majolica Majorca, Aqualabel and Tsubaki.Masato Yamada, managing director of Shiseido (Thailand), said the company had chosen the popular Thai actress Davika ``Mai'' Hoorne as a brand ambassador for Za skin-care and makeup products.

She is the first Thai chosen by the company since Za was introduced locally 14 years ago.She and two other women from Japan and China will serve as presenters for the new Za True White Power Block UV sunscreen.

A new TV commercial featuring Davika will air from next month in all regional markets where Za products are sold.

``The goal is for Shiseido to become No. 1 in masstige cosmetics in East and Southeast Asia, in terms of both volume and quality,'' said Mr Yamada. Mr Yamada expects double-digit growth of Za sales in Thailand this year.

1.Who was involved in the news?

• Shiseido

2. What happened?

• cosmetics market

3. When did it happen?

§  on January 29,2011

4. Where did it happen?

§  Japan

5. Why did it happen?

§  the company had chosen the popular Thai actress Davika ``Mai'' Hoorne as a brand ambassador for Za skin-care and makeup products.

By Bangkok Post

Published on January 29, 2011 at 03:19 AM