Shiseido has started selling its high-end cosmetics line, Cle de Peau Beaute, in Russia. The products will be sold at department stores through Shiseido Russia, a subsidiary of Shiseido based in Moscow. Beauty consultants will provide customer service at Cle de Peau Beaute department store counters, which will be separate from the counters for Shisedo brand.
Shiseido's goal is to become a “global player representing Asia with its origins in Japan” by 2017. Cle de Peau Beaute is an essential brand for Shiseido to obtain new customers, and it recorded two-digit growth in overseas markets in fiscal 2011.