Beginning in May 2012, Shiseido will commence sales of the bareMinerals brand of its North American subsidiary, Bare Escentuals, Inc. under Shiseido’s subsidiary, “Shiseido do Brasil Ltda.” Product will be sold through e-commerce and retail, including standalone bareMinerals boutiques, with the goal of achieving 100+ stores handling brand products over the next five years.

The Shiseido brand will tartget the prestige segment using bareMinerals’ unique value of natural and mineral origin, says the company. This will be the first time for bareMinerals to be marketed in South America and is a direct result of the Shiseido Group’s strategy to realize synergy between its global portfolio management and BE, which joined the Group in 2010. Following the recent consumer trend in Brazil toward natural and organic products, Shiseido expects brand awareness to increase rapidly and to gain the top mineral brand position. According to Shiseido, it will promote a hybrid marketing strategy combining SNS and retail business.

The price range of bareMinerals is designated as an entry-prestige brand that is within the moderate price range to target the middle-income group, which the company says is considered the growth engine of consumption in Brazil.The sales plan for bareMinerals products in the Brazilian market calls for double-digit growth or higher over the next five years. In order to become a global player representing Asia with its origins in Japan, Shiseido is promoting a Three-Year Plan (April 2011 – March 2014) that is comprised of four strategies: the Global Mega-Brand Strategy, Asian Breakthrough Strategy, New Frontier Strategy and Customer-First Strategy. Entry into the Brazil market for bareMinerals is one step in a line of achievements toward advancing the Shiseido Group further into emerging markets. Shiseido will also commence operations in Turkey and India.