Sunday, May 2, 2010

Leslie Blodgett Launching Bare Escentuals in Japan

Via Bloomberg Businessweek:

Leslie Blodgett, head of San Francisco’s Bare Escentuals, has hawked the company’s cosmetics everywhere from QVC to street-corner makeup stands. Now she has her sights set on conquering Asia.

The company is starting a new life as a division of Japan’s Shiseido Co., a nearly 140-year-old cosmetics giant. Shiseido acquired Bare Escentuals last month for $1.7 billion, San Francisco’s biggest merger this year.

Bare Escentuals’ less-is-more approach to cosmetics may be a harder sell in Japan, where many consumers favor more traditional cosmetics and skin-lightening makeup. The success of the acquisition hinges on whether the company’s natural-beauty pitch will translate to Shiseido’s customers around the world, especially in Asia.

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