Clé de Peau Beauté is a Japanese luxury skincare and makeup brand. It was launched in 1982 in Japan. The brand is available in 23 countries and regions worldwide.[1] It is part of Shiseido, the Japanese multinational cosmetic company.
Founding and history
Clé de Peau Beauté was started by Shiseido as a luxury line in 1982 in Japan. By adopting a French name and distinct from the Shiseido identity, the brand leveraged France's association with beauty and perfume to appeal to consumers.[2] This premiumization tactic aimed to enhance consumer perception of quality through the product's implied country of origin in addition to Japanese standards.[2]
In 2010, it was reported that Shiseido was repositioning the brand by fusing global and domestic marketing to improve its competitiveness in the "high prestige" segment of the global cosmetics market.[3]