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Shiseido launch two perfume for the Expo 2010 opening

2009. 1 July

( Shiseido Co. said Tuesday that it will launch two perfumes exclusive to the Shanghai region to commemorate the opening of the world exposition in Shanghai next May.

The perfumes are based on the scent of the city's official flower, the white magnolia. The box package also features a design of blooming white magnolias. A 30ml bottle will sell for 2,100 yen (US$21.79) and be sold at tourist spots, hotels and other locations.

Shiseido anticipates demand among expo visitors seeking souvenirs.

The cosmetics maker will also run a makeup contest, which has been approved as a pre-expo event, through year's end. It expects 10,000 participants.

Shiseido is the only Japanese company to be an official sponsor of World Expo 2010 Shanghai. The firm hopes to improve its brand recognition in China by its involvement in activities related to the exposition.

Unless a firm becomes an official sponsor, it is barred from using the expo's logo and other official insignia on advertising. Many companies have balked at the huge fee required to become a sponsor, but Shiseido signed up because it expected its Chinese operations to "continue seeing double-digit growth", said president Shinzo Maeda.