OMPETITIVE LANDSCAPE
In 2012, Shiseido Cosmetics recorded the largest value share of 15%. Shiseido is a very well-known brand and is the first choice of many consumers when trading up to premium brands. This stems from the company’s incessant efforts to build premium status for the Shiseido brand in Vietnam. For example, the company regularly advertises its products in newspapers and in magazines to build brand awareness. Moreover, thanks to trends in Korean and Japanese culture and fashion trends seen in Korean and Japanese TV dramas, consumers have shown considerable interest in cosmetics brands from these two countries.