Shiseido Group creates unified travel retail division

Shiseido Group has announced that it is joining its Shiseido and Beauté Prestige International (BPI) cosmetics and fragrance businesses into one dedicated travel retail division.

The new Shiseido Travel Retail division, based in Singapore, is effective from May 1, 2016 and will create a streamlined organization with balanced strengths across all three axes of beauty: skincare, make-up and fragrances.

Philippe Lesne, president of the new Shiseido Travel Retail division

Philippe Lesne, president of the new Shiseido Travel Retail division

The announcement marks a key step in Shiseido Group’s Vision 2020 corporate strategy, with a goal to build ‘One Shiseido, One Travel Retail’ globally.

Shiseido Travel Retail represents one of six regional entities in the new organizational matrix under the Vision 2020 plan, designed to rejuvenate Shiseido Group and make it more responsive to the fast-changing consumers and markets, driving growth and profitability, says the company.

The structural reform will take place on all levels, creating an agile organization that can quickly respond to market changes, driving sales productivity and operational excellence.

The move is driven by four key objectives:

  1. Become a truly global organisation that can speak with one voice
  2. Reinforce partnerships with retail operators
  3. Boost retail operations excellence
  4. Create strong and innovative brands
Elisabeth Jouguelet - VP – Marketing

Elisabeth Jouguelet – VP – Marketing

Philippe Lesné will lead the global organization as President, reporting directly to Shiseido Group CEO Masahiko Uotani, with a new-look management team, that includes: Elisabeth Jouguelet as Vice President – Marketing, Kenji Calméjane as General Manager – Travel Retail Asia Pacific, Olivier Decazes as General Manager – Travel Retail Europe, Middle East & Africa, and Vincent Baland as General Manager – Travel Retail Americas.

Shiseido Travel Retail will have 210 employees worldwide.


Develop strong brands

The consolidated portfolio includes skincare brands Shiseido, Clé de Peau Beauté, Anessa and Aupres; make-up brands NARS and bareMinerals; and fragrance brands Issey Miyake, Narciso Rodriguez, Elie Saab, Alaïa and Zadig & Voltaire. It also includes niche fragrance Serge Lutens and the distribution of Burberry in selected travel retail markets in Europe and Asia Pacific.


Vincent Baland GM – Travel Retail Americas

Vincent Baland GM – Travel Retail Americas

These brands will benefit from Shiseido Group’s ‘Centers of Excellence’ worldwide, created to drive the development of globally competitive brands and accelerate category innovation. The Center of Excellence for skincare is in Tokyo, the Centers of Excellence for make-up and digital in New York, and the Center of Excellence for fragrances in Paris.


“One Shiseido” vision

Shiseido Travel Retail President Philippe Lesnécomments: “This is an extremely exciting time for Shiseido Travel Retail, as we witness the actualisation of our CEO Masahiko Uotani’s ‘One Shiseido’ vision in the dynamic travel retail channel. The landscape has seen an unprecedented level of change in recent years, with retailer consolidation and mobile and digital technology creating a truly global territory of global operators and global shoppers. We are also seeing a major shift in growth towards Asia, a region that is at the heart of our strategy for travel retail and where our skincare expertise is based.

Lesné continues: “We want to create new synergies between our cosmetics and fragrance businesses, and become a more agile and efficient organisation to better serve our consumers and partners, speaking to them in one voice through a coherent global travel retail strategy. The unification brings together BPI’s expertise in fragrances with Shiseido Group’s strengths in cosmetics, creating a comprehensive three-axis portfolio which enables the sharing of best practices and resources to drive growth.

“Looking ahead, I believe Shiseido Travel Retail will provide a powerful global showcase and profitable growth driver for Shiseido Group on its roadmap to achieve Vision 2020, as well as being an agile, entrepreneurial and strategic partner for travel retail operators in all corners of the globe.”


Scalamandre appointment

The group also recently announced the appointment of Jill Scalamandre as president of the newly launched Global Makeup Center of Excellence, effective July 21.

Based in New York, the Center of Excellence will serve as a global innovation center for the design, development and execution of prestige color cosmetics initiatives across the company in support of all of its makeup brands. Scalamandre was previously Chief Marketing Officer, Skincare, Coty and Senior Vice President, philosophy. She will report to Marc Rey, President & CEO of Shiseido Americas.