Japanese cosmetics firm takes part in public service campaign

Japanese cosmetics giant Shiseido Group will continue to beef up its presence in China and leverage its strengths to help more consumers in the market, its top executive said on Wednesday.

"With more than 40 years in China, Shiseido has and will make contributions to the country's beauty sector," said Toshinobu Umetsu, president and CEO of Shiseido China.

He made the remarks as the Japanese firm cooperated with leading medical company MSD China and a photography startup to launch a public benefit program.

The program, dubbed Lavender Ring, aims to help cancer patients by improving their mood as well as their appearance. The company's makeup brands will develop special products for these patients.

"Shiseido firmly believes that beauty can heal people's hearts. As the aging population continues to expand and the number of new cancer cases is also rising, we hope to help more Chinese patients improve their quality of life and confidently remain part of social life," he added.