Shiseido Merges China and Travel Retail Operations

THE WHAT? Shiseido has announced the integration of its Travel Retail business with its China operations, effective 31 March. Philippe Lesné will retire from his role as Travel Retail Region CEO, and Toshinobu Umetsu, currently Corporate Executive Officer and CEO of the China Region, will become Corporate Executive Officer, China & Travel Retail Region CEO.

THE DETAILS The move follows Shiseido’s ‘Action Plan 2025-2026,’ introduced in November 2024, which outlines objectives around strengthening brand foundation, restoring profitability and improving operational governance. Under this restructuring, Shiseido’s financial reporting for these combined segments will be updated starting with the first quarter of fiscal year 2025. The company states the changes are part of its broader transformation, aiming to manage its China and Travel Retail businesses under a consolidated framework.

THE WHY? By merging these two areas, Shiseido positions itself to address evolving consumer demands in the cosmetics and personal care market more efficiently. The company’s intention is to streamline decision-making and potentially reduce costs while focusing on consumer groups active in both the Chinese market and the travel retail sector.

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