Surprising Similarities
In 2006, the global manufacturer of cameras and film Fujifilm entered the cosmetics field, in the following year launching its Astalift series of skin-care products. Since then the company has extended its product lineup beyond the skin-care series to also include base makeup. Astalift continues to grow as a global brand, sold in China, Southeast Asia, and European countries as well as in Fujifilm’s home market of Japan.
It may seem odd for a film company to sell cosmetics, but as the background to the development of Astalift shows, this was an ideal business match