Missed opportunities

This slow, steady strategy, however, can also look like a series of missed opportunities, a reticence to the category or some combination of both. In the shadow of its high-performing licences like Narciso Rodriguez are smaller ones that are rarely mentioned in earnings reports or completely ignored, like Tory Burch. At the same time, Shiseido is getting left out of a market that is increasingly consolidating around a few key players. Read more in Beauty Is Betting on Fragrance. Why Isn’t Shiseido? at Business of Fashion. Shiseido’s fragrance business recovered from a 9% decline in the first quarter to 12% growth in the second, resulting in a 1% increase for the first half. New products from narciso rodriguez performed strongly, while ISSEY MIYAKE PARFUMS expanded its reach among new consumer segments. During the second half, Shiseido plans to launch a major new Max Mara fragrance simultaneously across global markets as it seeks to accelerate growth in the category. — Read more in Shiseido’s Operating Profit Surges 132% in First Half of 2026 as Restructuring Measures Take Effect at Oui Speak Fashion.