11 October 2023
Under the Radar: FUJIFILM vs Cosmetics - How Astalift and FUJIFILM’s skincare and cosmetics brands helped the firm tide over digital disruption
FUJIFILM may be best known for its photo imaging and digital products such as film and cameras. But did you know that FUJIFILM also makes skincare and cosmetic products?
In fact, observers said FUJIFILM’s cosmetics business could have been why the firm survived the digital revolution. One of the brands that you may have seen in shopping malls is Astalift, which was launched in 2006.
While making cosmetics may seem like a stretch for a photo imaging company, there are synergies between FUJIFILM’s cosmetics and its core camera and photo imaging business.
For one thing, Astalift was mooted when researchers at FUJIFILM realised that the technology to prevent ultraviolet rays from oxidising printed photographs, can also be used for anti-aging products in skincare.
That said, the process to expand into skincare and cosmetics is not one without challenges. But what should we know about FUJIFILM’s diversification into the industry?
Also – how important is FUJIFILM’s skincare and cosmetics unit to the organisation as a whole right now and what are some expansion plans for the business unit?
On Under the Radar, The Evening Runway’s finance presenter Chua Tian Tian posed these questions to Jason Wong, Head of Business Unit and Brand Manager, Consumer Healthcare, FUJIFILM Asia Pacific.

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