- Overview of Domestic Sales in October and Overseas Sales in the 3rd Quarter of FY2015 ―
Domestic Sales
* Data updated in the following month of the current month
Updated 11/30/2015
(Year-on-year change in the domestic over-the-counter sales(%))
(Estimates by Shiseido)
[Overview of Sales in October]
Domestic over-the-counter sales continued to grow, rising 14% year on year. Sales have remained strong, reflecting the continued effect of the brand innovations. In addition, inbound sales to foreign tourists, whose numbers remained high mainly reflecting China's National Day, continued to be strong.
Looking at over-the-counter sales by brand, sales of Ultimune as the representative brand of SHISEIDO grew steadily in the second year after its launch. In addition, the enhanced promotion in association with successive launches of Enriched Serum and Enriched Cream CB proved effective for sales of ELIXIR, for which we carried out innovations in October last year, while sales of other brands including MAQuillAGE and HAKU grew significantly year on year. What is more, sales of clé de peau BEAUTÉ also remained brisk.
Moving forward, we will continue to nurture existing products, including Ultimune. At the same time, for MAQuillAGE, which will enter its second year of brand innovations in November, we will launch Dramatic High Heel Compact and Dual Color Rouge in late November as exclusive products to celebrate the 10th anniversary of the brand. Simultaneously with the launch, we will carry out
promotional activities, including activities under the ICHIGAN Project that links promotion events and counters, as well as advertising. In addition, we will also strengthen products in the low-price range one by one, through activities such as the renewal of communication for AQUALABEL that we commenced in October.
(The year-on-year change in sales of major domestic sales subsidiaries(%)*1)
*1: The year-on-year comparison covers sales of major sales subsidiaries that belong to the business segments of prestige cosmetics, cosmetics, personal care, and digital, as a result of the change in business segments made for fiscal year 2015. The coverage of the over-the-counter sales takes into consideration the consistency with historical data by such means as excluding data for the personal care segment.
Overseas Sales
Updated every quarter
(Updated January, April, July and October)
Updated 10/30/2015
Overview of the Third quarter (July to September 2015): Local currency basis
Overseas cosmetics markets are almost in step with the economic trends of each region. Sales in Europe grew weakly, while sales growth remained steady in China, Asia, and the Americas. Shiseido's overseas sales in the third quarter of FY2015 grew year on year in all regions. Trends in each geographic region were as follows.
China: Sales increased from a year ago, partly reflecting the contribution of the Time Lock line of AUPRES, in addition to the continuous growth of e-commerce along with the strong performance of the Prestige Business. However, the situation has remained tough, with sales below the plan in the cosmetics business and other areas. We will therefore take steps to rebuild the sales structure and increase the brand value.
Asia (excluding China): Sales grew year on year, due in part to the steady growth of the travel retail business in addition to the continued strong performance of SHISEIDO and clé de peau BEAUTÉ.
Americas: Sales of bareMinerals declined year on year because a fall attributed to the lull in demand for bareSkin foundation launched in May last year could not be compensated for by other products. On the other hand, NARS and fragrance continued to be strong. As a result of this and other positive factors, overall sales in the area grew year on year.
Europe: In addition to the popularity of a new mascara from SHISEIDO, the strong performance of NARS and fragrances contributed to the sales. As a result of these and other positive factors, sales rose year on year.
*1: 'Overseas Sales' are related to sales on a shipping basis.
*2: The accounting period of overseas subsidiaries of the Shiseido Group runs from January to December each year. As a result, the second quarter of FY2015 has already been completed.
*3: Figures in this document showing increase/ decrease in sales are based on simple aggregation of preliminary figures. Accordingly, they may differ from year-on-year changes of actual sales in each region in local currency terms which are disclosed in our consolidated settlement of accounts.
*Please click here to see the results of Consolidated Settlement of Accounts for the second quarter of FY2015.
Shiseido Company, Limited specializes in the design, manufacturing and marketing of cosmetics. The group offers beauty products (including makeup items, coloring, etc. ; Shiseido, Aupr's, DQ, Za, Revital Granas, B?n?fique, Maquillage and Elixir), skin care products (skin creams, bath and shower gels, shampoos, etc. ; Aqua Label, Integrate, Tsubaki and Uno), perfumes (Issey Miyake, narciso Rodriguez, Elis Saab and Azzedine Ala?a) as well as professional products (Joico, Decl?or and Carita).
Net sales are distributed geographically as follows: Japan (32.9%), China (25.6%), Asia and Oceania (6.4%), Europe/Middle East/Africa (10.3%), Americas (9.9%) and other (14.9%).
SHISEIDO COMPANY, LIMITED 
