Shiseido’s localised drugstore brand Za is being exported to Japan, almost 15 years since its debut in South East Asian drugstores. The brand which was first launched in 1997 is slated to launch in Japan this September. The first year of launch will see 19 products on the shelves. Prices will range between ¥630 to ¥1,680 and will be available in 300 shops across Japan.
This is one of the few instances where a localised brand by a Japanese cosmetic group is exported from its original target market to Japan. Prior to this, most Japanese cosmetic giants were mostly seen to develop localised drugstore or event department store products based on markets outside Japan.
The brand, which is marketed without the Shiseido brand name, currently has 6000 retail points in China, Hong Kong, Taiwan, Vietnam, Singapore, Thailand, Malaysia, Indonesia and New Zealand.