The concept of beauty in Thailand remains at the heart of the kingdom’s culture. From its breathtaking landscapes to its elegant people, beauty can be found everywhere. The cosmetics and beauty products industry plays an increasingly important role in today’s Thai society and Shiseido Thailand is one company reaping the benefits of this market.

Since being founded in 1872 in Japan, Shiseido has become an International leader in cosmetics and developed a strong presence in the Thai beauty product market. “We established Shiseido Thailand 30 years ago and have expanded our business very steadily since,” explains the company’s managing director Nobuyuki Takai. “We have five recognised brands now, and our operations cover the entire Kingdom of Thailand with a staff of 300 specialists.” In fact he believes it was the quality of the staff that helped the company continue to reach sales targets even throughout the past Asian crisis. With today’s increasing competition, three factors now look set to lead Shiseido Thailand to further success: high image, high quality and high service. As Takai points out:

Nobuyuki Takai, managing director of Shiseido in Thailand

“The competition in the cosmetics industry is extremely tough but we have talented, passionate and enthusiastic people working for Shiseido Thailand. We must remain a competitive brand while contributing to Thai society, so we don’t only focusing on sales and profit. If we help make our customer more healthy and beautiful, then he or she will be a loyal customer –- a customer for life.”

The company has set up the Shiseido Beauty Center and a strong presence throughout the large department stores in Bangkok with those specific targets in mind..

“A key issue is educating the customers,” adds Takai. “We regularly hold seminars for our beauty consultants so they are able to explain to customers the benefits of our products. I’d like Shiseido Thailand to be small like a diamond; the important thing in this industry is not the size of the business, but the quality of the company.”

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