On January 7th, 2005 Shiseido Cosmetics (America) Ltd. made the following announcement:
Shiseido Cosmetics (America) Ltd. has announced that effective January 15th, 2005, the Shiseido Studios on Spring Street in New York City and on Broadway in Santa Monica, California will close.
Opened in 1999, the mission of the Shiseido Studios was to increase visibility of the Shiseido brand in the United States as well as to introduce consumers to the brand's unique philosophy of offering free services and samples. “Shiseido believes in providing consumers with a comprehensive beauty experience. The Studios successfully built awareness of this exceptional approach, which has since been incorporated into all of the Shiseido retail counters nationwide,” said Heidi Manheimer, President for Operations of Shiseido Cosmetics (America) Ltd.
The company's ongoing marketing programs include such highly successful programs as “Studio on Location” which brings customized services such as facial massage and makeup application to customers within the department and specialty store environment. All Shiseido counters nationwide offer complimentary facial massage as well as other services.
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