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Shiseido is making itself over for young consumers.

Aug 02 2018

Shiseido is making itself over for young consumers. The 146-year-old brand is nixing nearly 100 products and adding a new collection full of bright colors, matte makeup, and minimalist packaging. The company owns already-popular brands Laura Mercier and NARS and has high expectations for their namesake brand. The CEO is targeting a 20% spike in sales and a shift from cosmetics making up 10% of their sales to 30%. (Bloomberg)