Vuhes Magazine

    Home Lion Corporation acquires FERZEA and Encorn brand from Shiseido

Lion Corporation acquires FERZEA and Encorn brand from Shiseido

February 11, 2019

According to this agreement, two of Shiseido’s brands now become a part of the Lion Corporation. They don’t belong to Shiseido anymore.

The acquisition of FERZEA and Encorn from Shiseido

Agreement between Shiseido and the Lion Corporation was made on 31 January 2019 and will effect from 31 July 2019. According to this agreement, Ferzea- the body care brand and Encorn – eczema and dermatitis cream brand don’t belong to Shiseido anymore.

Why does Lion Corporation decide this acquisition?

Lion Corporation acquire brands Ferzea & Encorn from Shiseido/ Ph:alphabeauty

It is due to Lion Corporation’s new management vision. They would like to become an advanced healthcare company. This agreement is on their medium –term management plan with purpose of achieving their main management vision.

Lion Corporation’s main brands are Bufferin – the antipyretic analgesics brand and Smile – the eye drop brand. However they also owns the acne treatment brand – Pair. In the future, Lion Corporation wants to expand market for dermatologic agents. It is reason why they make agreement with Shiseido. This helps Lion Corporation enhance their value in the market, improve their growth of aesthetics business.

How does this acquisition affect to financial results in 2019? As forecast, this move doesn’t impact to these results so much.

Agreement between Shiseido and Lion Corporation is not only a part of Lion’s strategy, but also in plan for growth of Shiseido. Shiseido would like to execute selection and concentration strategy for brands and business. This strategy is in Shiseido’s Vision 2020.

So, it can say that, it is a win-win agreement. Looking for the significant changes from both of these beauty brands in the future.

RELATED ARTICLES
March 12, 2019
Way to be relevant on social for Legacy Beauty Brand

Way to be relevant on social for Legacy Beauty Brand

It is true to say that emerging beauty brands have successfully applied online platforms to their business strategies. They collaborate with influencers for connecting with consumers to promote their products. Many legacy beauty brands have improved by acquiring new...

September 15, 2017
Skincare Application Technology For Patients

Skincare Application Technology For Patients

  Ph: Cutitronics   Currently, the company Cutitronics has developed a new device that can offer users advice by measuring their current skin’s permeability.   CutiTron aims at helping companies deliver skincare by helping them personalize their skincare experiences. This...

January 24, 2019
The Body Shop expands Indian market by opening 20 new stores

The Body Shop expands Indian market by opening 20 new stores

The body shop said that it would strive for developing its offering within India, one of the company’s largest markets. About the brand and its stores The Body Shop has been a manufacturer of body and beauty care products...

September 02, 2018
Hologic, Inc Agrees with Porter Instrument to Distribute Nitrous Oxide and Nitronox™

Hologic, Inc Agrees with Porter Instrument to Distribute Nitrous Oxide and Nitronox™

Hologic, Inc. completed an agreement between Porter Instrument and its Cynosure division to distribute nitrous oxide and oxygen system called Nitronox™.  Porter Instrument is a Parker Hannifin Corporation’s business unit while Hologic, Inc. is a medical technology company that...

August 26, 2016
Bobbi Brown: opened a standalone store in Edinburgh, Scotland

Bobbi Brown: opened a standalone store in Edinburgh, Scotland

The Bobbi Brown 2,000 sqft store is located on the fashionable George Street shopping region and stocks the brand’s cosmetics, brushes, fragrances and skin care. The two storey store’s design reflects the clean, modern aesthetic of the brand. The...