Costa, Afonso AlmeidaThilmann, Ricarda2025-02-202025-02-202024-02-012023-12-19http://hdl.handle.net/10362/179449The case study allows students to understand and analyze the beauty market dynamics and industry trends. Emphasis is placed on Shiseido, the leading cosmetics company in Japan, which is confronted with the consequences of the pandemic and opportunities due to changing customer preferences. Students will examine Shiseido's recent challenges in its Japanese business and explore the opportunity to enter the wellness market in Japan to accelerate growth. The individual part assesses the future of the Indian beauty market based on four scenarios and provides strategic recommendations for global beauty companies aiming to gain market share.engBeauty industryMarket entryWellness marketJapanGrowth strategyScenario planningIndiamaster thesis203865154