Shiseido Is Giving Itself A Whole New Look

Under pressure at home, the cosmetics giant pushes abroad

In the newly chic circles of China's cosmopolitan cities, Chinese women with money to spend are buying beauty. As one might expect, they prefer French for fashionable clothing and Italian for stylish shoes. But for cosmetics, their choice, surprisingly, is Japanese. "It's better for sensitive skin and suits Asian skin more than the European brands do," says a freckled 33-year-old civil servant purchasing makeup at the Shiseido counter inside the China World Trade Center in Beijing.

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