Ever since it took the great leap into the global market more than 40 years ago with a perfume fittingly named Zen, Shiseido has cultivated its image as a company epitomising refined eastern aesthetics.
Outside Japan, where it offers a broad cosmetics line-up, the company has focused on burnishing its reputation for luxury products.
But a growing need to expand more aggressively in Asia and changing consumer behaviour in its home market are forcing Japan's most famous cosmetics group to come up with a new look to appeal to a wider customer base.
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