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Tokyo, Dec. 17 (Jiji Press)--Major Japanese cosmetics maker Shiseido Co. said Thursday it will launch a new skincare brand exclusively in China in March 2010.

Products under the new DQ brand will be available at some 600 drugstores in Shanghai, Beijing and other major cities, including outlets of Hong Kong-based A.S. Watson & Co.

Shiseido aims to expand the number to 1,500 outlets in three years and plans to launch the brand in other Asian countries, including Japan.

Through its entry into the Chinese market for cosmetics sold via drugstores, which have scored double-digit growth, Shiseido intends strengthen its China operations as the Japanese cosmetics market has been sluggish due to the economic downturn.

The DQ brand, which has package designs similar to those of medical products, comprises 25 items altogether. Prices range from 160 yuan to 360 yuan, the company said.

Shiseido hopes cosmetics sales at drugstores will become a third pillar of its business in China alongside sales at department stores and those at specialty stores, President Shinzo Maeda said at a news conference in Shanghai.END

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