新日本製薬 is expanding globally around its flagship all-in-one serum gel, Perfect One, and established a U.S. subsidiary in 2023. The company is strengthening market development tailored to local needs and brand promotion at global events.
新日本製薬's Perfect One has maintained a high share of the domestic market for many years as its flagship all-in-one serum gel series, ranking No. 1 in domestic sales for 10 consecutive years. The company is using this position to advance its expansion into global markets.
The company established a U.S. subsidiary in 2023 and is expanding in the U.S. market. It plans to conduct repeated test marketing locally and pursue market development tailored to local needs.
The company is focusing on promoting its brand value through global events and advancing initiatives that highlight the strengths of J-beauty. According to Goto Takahiro (後藤孝洋), Representative Director, President and CEO, raising the profile of Japanese brands globally requires leveraging the strengths built up to date while articulating their distinctive appeal.
This article discusses 新日本製薬's global expansion and brand-strengthening strategy, together with its local-market strategy. The CEO's thinking and outlook could influence the company's future direction.