Top Japanese cosmetics maker Shiseido Co. will launch its new makeup line Maquillage in August, aiming to chalk up annual sales of 50 billion yen with one of its largest-ever advertising campaigns.
Shiseido will release the line of 14 products on Aug. 21, and will promote them with a magazine and TV ad budget of 4 billion yen a year, according to company officials.
It is the first integration in Shiseido's "mega brand" strategy to combine about 100 existing lines into fewer and larger ones in order to boost earnings per cosmetics name.
Sales for each of the Proudia and PN lines amount to a total of 20 billion yen a year.