Shiseido Co., Ltd. has established a new wholly-owned subsidiary – Shiseido India Private Limited, in Mumbai, India. The new company will target India’s growing middle class, and the ‘masstige’ consumer.

Shiseido’s initial entry into the segment will target the “upper masstige” bracket with the skincare and makeup brand Za (pronounced zee-ei), which is currently offered in 12 markets in the Asia/Oceania region.

With optimistic forecasts for long-term growth, the line is expected to bow in April 2014 with plans to be offered in 250 doors by the end of 2014, 650 doors in 2015, and expansion plans in place to reach over 1,700 doors by 2018.

‘Masstige’ vs. Prestige

Shiseido conducted a study in 2011, and it estimates that the masstige market in India is eight times larger than the prestige market, in which it currently operates. Shiseido has focused marketing efforts toward India’s prestige segment since 2001, when it launched the global Shiseido brand in India through the local distributor, Baccarose Perfumes & Beauty Products Pvt. Ltd.

Currently available at some 30 high-end department stores, the global Shiseido brand has recorded steady sales performance. In 2002, Shiseido bowed Issey Miyake and other designer fragrances produced by its wholly-owned French subsidiary Beauté Prestige International via Baccarose. The fragrances are currently available at some 120 stores across India.