Japanese cosmetics maker, Shiseido, is forming a joint-venture in Greece with Gerolymatos Cosmetics S.A. an importer and seller of cosmetic products. Plans call for the joint venture Shiseido Hellas S.A. to start operations in January 2010, with the aim to strengthen sales.

By undertaking direct operations through a joint venture, Shiseido, which began selling its cosmetics products in the Greek market through a distributor in 1991, is seeking to establish a sales organization that is intimately connected to the market.

This initiative is part of Shiseido’s strategic will to strengthen its market shares and presence overseas. Indeed, the sluggish Japanese economy is forcing most of the country’s leading companies to seek for growth abroad.

This year, Shiseido made its first foray into the African continent by entering the Egyptian and Moroccan markets. The company has also expanded sales channels in the emerging markets of Laos in Southeast Asia and Azerbaijan in Central Asia.