Shiseido's personal care business is officially independent and marketed to Chinese consumers under the name Fettings

On February 3, 2021, Shiseido announced the sale of its personal care business to CVC. On July 1, the new joint venture company Fine Today ShiseidoCo.,Ltd successfully completed the relevant handover and officially started operation.

On December 7, 2021, "Fine Today - The Founding Conference of Feitings Company" was held in Shanghai, announcing that Feitings inherited the personal care business of the former Shiseido Group. Including AQUAIR, KUYURA, SUPERMILD, Sbeki TSUBAKI, Sanke SENKA, UNO, FINO, MA CHERIE and RICLIN, which have been favored by the majority of Chinese consumers so far. HADASUI and other personal care products brands, products covering hair care, body care, facial cleansing, skin care and men's fields.

At the event site, with the "DNA" of various brands of Feitingsi as design inspiration, a number of interactive scenes were creatively presented, and the immersive experience fully reflects that consumers of different ages and needs can meet their different needs in personal care under the care of Feitingsi, and open their own "beautiful today".

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Jiro Yoshida, CEO of Fine Today Shiseido in China and chairman and general manager of Shanghai Feiting Cosmetics Co.,Ltd., said the name of the new company, Fine Today ShiseidoCo., LTD, was added to Shiseido because it is a joint venture between CVC and Shiseido. Shiseido will provide support for the growth and development of the Company. Fitings will strive to grow into a company that can contribute to the further development of the industry. "In China, our company name is FTS, from the initials of Fine Today Shiseido. Although starting out as a new company, Fettines grew out of Shiseido's 'Personal care' division with nearly 150 years of history. Since entering the Chinese market in 2003, Fettines has been upholding the sincerity of customers, providing quality products and services for 18 years, and has witnessed the booming development of the Chinese market. In the new journey ahead, Fites will continue to provide consumers with quality personal care products by adhering to the spirit of Japanese 'artisans' and developing the DNA of unique products."

After graduating from university in 1985, Mr. Yoshida joined Shiseido Co., LTD., where he worked in the Cosmetics Sales Department and the Personal Care Sales Department, engaged in sales related to the Japanese market. In 2001, he participated in the launching project of Shiseido's Overseas Sales Department's Personal Care Products business in China, and five years later, he joined Shiseido China as head of the Personal Care Products Department and served as the head of the Department. With the independent operation of Shiseido's global personal care business, in July 2021, he became the CEO of the new company, Fine Today Shiseido China, and the Chairman and General Manager of Shanghai Feiting Cosmetics Trading Co., LTD.

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Jiro Yoshida, who has a keen interest in Chinese culture, has now become a China expert and has little difficulty reading Chinese books and communicating with Chinese colleagues. He observed that Fitings' Chinese consumers range from teenage students to new professionals, white-collar workers, housewives and even middle-aged and elderly people, "I think Chinese consumers and Japanese consumers are both similar and different." The similarity is that everyone is Asian, and the skin and hair troubles are more similar. The difference is that Chinese consumers are more curious and want to try more new things, but they pay special attention to the safety and efficacy of products. In Japan, consumers tend to be more attached to the worldview offered by the brands and are more loyal to the brands."

At present, among the brands of Feting Si, except for the Secret Word of water, muscle water and Runkelin are all localized production, and the others are imported. The company said that it has noticed the preference of Chinese consumers for imported goods from Japan, and will strengthen its operations in this area in the future. "We will integrate the meticulous aesthetic from Japan into it, with advanced scientific and technological support in product development, and have a more demanding pursuit of product safety and efficiency." Jiro Yoshida said.

Previously, Fine Today Shiseido Board chairman and CEO Tetsuro Komori publicly said that in the future, it will make power e-commerce business, expand its share in the Asian market, and eventually hope to promote the company's independent listing. He also pointed out that he hopes the company's sales will exceed 150 billion yen by 2026 and the number of employees will reach 1,000.

This aspect has also been confirmed by Jiro Yoshida: the new company currently has about 700 employees worldwide (including Japan and abroad), and it is expected to increase to about 1,000 people in the future. "Marketing strategy is to give full play to the advantages of each brand and channel to build the best combination. We think it is necessary to accelerate the e-commerce business in China in the future, but in the final analysis, the most important thing is to think from the perspective of consumers. Our goal is to build digital communication and e-commerce as the entry point to provide customers with a great brand experience in various scenarios of their daily lives." Regarding the listing plan, Yoshida Jiro said that this is the future goal of Fitings, but he also stressed that the current priority will be the development of the personal care business and the implementation of relevant strategies to further improve the strength of the brands.

"Our business strategy is to leverage the strengths of each brand, build a well-balanced brand investment structure, and provide a unique product experience to consumers across Asia, while achieving profit growth." "In China, we will continue to actively invest in the brand and promote the overall business development," Yoshida said. "The Chinese market is slightly lower than the Japanese market, but by 2026, the share of the Chinese market will surpass Japan and become our largest market."

Like many multi-brand groups, although Fettings currently has a large number of brands, the company does not rule out the future to consider the acquisition of new brands. "We will launch new products in appropriate locations throughout Asia based on the growth strategy of our company and our brands. On the other hand, in order to build a long-term relationship with existing customers, we will continue to polish the core products of each brand through continuous progress and technological innovation. Of course, in the future, as market trends change and the company's development strategy, the acquisition of new brands to expand the Group's brand matrix is also an option." Yoshida Jiro said, "In the future, Fitings will be closer to the needs of Chinese consumers, whether it is in product development, or in the communication and interaction with consumers, will not be limited to the existing experience, we will seek breakthroughs in continuous innovation, to create greater brand value."