Shiseido to expand its brand to Tunisia beginning in February; Tunisia will be third country for Shiseido in terms of expansion in the African market following Morocco in 2009, South Africa in 2010

TOKYO , January 26, 2012 (press release) – Shiseido to Commence Sales of Cosmetics Products in the Republic of Tunisia

From February 2012, Shiseido Co., Ltd. will commence sales of cosmetics products in the Republic of Tunisia (hereinafter, "Tunisia"). The products, including its global brand SHISEIDO prestige skincare and makeup lines, will be sold at prestige cosmetics and perfumery retail outlets by concluding a distributor contract with Ulysse Négoce of the UTIC Group (location: Tunis, Tunisia), which is a major distributor and retail sales group. The current initiative will be the first time for a Japanese cosmetics brand to enter the Tunisian market. Additionally, Tunisia will be the third country for Shiseido in terms of expansion in the African market following Morocco in 2009 and South Africa in 2010. With this initiative, Shiseido overseas cosmetics sales will encompass 88 countries and regions (including Japan) throughout the world.

Initiatives in Overseas Cosmetics Business

Shiseido is currently promoting its Three-Year Plan (April 2011 - March 2014) based on the theme of "getting into a growth trajectory" with the aim of becoming a "global player representing Asia with its origins in Japan." Accordingly, the Company is focusing on accelerating globalization while also vitalizing its domestic business. In terms of the New Frontier Strategy, which is one of the four growth strategies that Shiseido has formulated under the current plan, Shiseido is carrying out initiatives to strengthen its response towards emerging countries that are expected to grow in the future as the next growth engine following China.

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