Business Intelligence on Retailing, Franchising, and Consumerism in China

New Aupres Will Enter China In April

Shiseido Liyuan Cosmetics, which is owned by Shiseido Company, has announced that having entered China for fifteen years, Aupres will launch its new skin care products this month.

Since the entry of Aupres into the China market in 1994, it has become a well-known brand to Chinese people. As Chinese society develops, the values and tastes of Chinese people changed accordingly. That is the reason for the appearance now of the new Aupres. Facing the fierce competition in China's cosmetics market in recent years, Aupres has constantly adjusted its development strategy to meet the demand of the market. The new Aupres products launched this time are designed for different needs including anti-aging, moisturizing, whitening and skin protection. Those products will be sold in more than 700 Aupres counters around China from April 2008.

Shiseido Liyuan Cosmetics is a joint venture started by Shiseido Company and Beijing Liyuan Company in 1991. In 1994, the joint venture launched Aupres, a skin care brand which is specially designed for Chinese women. At present, the business of Aupres develops rapidly and it has entered more than 700 department stores in more than a hundred big cities in China.

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