Shiseido
introduces new treatment in the battle for hair loss solutions
Japan’s top cosmetics company introduced
a new hair loss tonic this week, injecting some competition
into the nation’s
battle for hair loss solutions. By using the hair growth stimulant
adenosine, Shiseido’s Adenogen hair tonic for men is designed
to topple rival Taisho Pharmaceudical’s RiUP from its
number one position in the Japanese market.
According to a company spokesman, Adenogen is a “quasi-drug” rather
than a true pharmaceutical product. Shiseido, which currently
controls 10 percent of the Japanese market, is hoping Adenogen
will increase its market share by another 10 percent.
Taisho is the clear leader in the battle to control the 55
billion yen (US $525 million) market for hair growth products
in Japan. Taisho’s RiUP contains minoxidil (developed
by US drug company Upjohn) and is classed as a pharmaceutical
product. RiUP’s introduction in 1999 gave Taisho the lead
over Shiseido with a 30 percent chunk of the Japanese market.
Though the market for women’s hair growth products is
much smaller (only 3 billion yen), Taisho hopes to expand this
market by offering a product tailored specifically for women.
In a bid to stay on top of the market, Taisho is introducing
a new product designed exclusively for women; RiUP Lady will
be available in stores on April 1 2005.
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