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JAPAN'S ROHTO PHARMA BROADENS ASIAN MARKETING OF COSMETICS

Posted on: Tue, 24 Nov 2009 23:09:00 EST

Symbols: RPHCF

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TOKYO, Nov 25, 2009 (AsiaPulse via COMTEX) --
RPHCF | Quote | Chart | News | PowerRating -- Rohto Pharmaceutical Co.
(TSE:4527) has taken steps to broaden its cosmetics business in
Asia outside Japan.

The firm began marketing its Hada Labo line of 27 skin care
products in Taiwan, Vietnam and Malaysia earlier this month,
encouraged by the good sales it has enjoyed in China since
releasing the brand there last year.

With the domestic market for cosmetics flattening out, Rohto
has decided to expand in Asia, where incomes are rising. It
will work with local marketers and sales agents to sell the
Hada Labo brand in drugstores to middle- and high-income
consumers. The products will simply be on the shelves at first,
but in the future Rohto may adopt the same strategy it has
employed in China, using beauticians to demonstrate products to
customers in the stores.

For Vietnam, the company will manufacture the Hada Labo
offerings at its local factory there. And for the Taiwanese and
Malaysian markets, the firm will import products made at its
factories in China and Japan.

Rohto will also release starting next year a high-end
cosmetics brand in department stores in these markets,
targeting the wealthy.

The company's goal for the year ending March 2010 is overall
cosmetics sales of 900 million yen (US$10.16 million) in the
markets of Asia, including China.

(Nikkei)

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