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FUJIFILM Corporation (President and CEO: Shigetaka Komori) has announced that it will introduce the ASTALIFT series of skincare products to the Chinese market in September 2010. The ASTALIFT series have earned high user acclaim in Japan among women eager to maintain youthful skin. As part of its effort to expand the healthcare business, Fujifilm will initiate worldwide introduction of skincare products in which Fujifilm applies its proprietary technologies.

Fujifilm's ASTALIFT series is a comprehensive anti-aging*1 skincare brand, developed by using its broad spectrum of core technologies accumulated over many years of research and development of photosensitive materials. These distinctive technologies include the findings of its collagen research, anti-oxidization technology and nano-technology. Containing the skin-replenishing “collagen” and “astaxanthin,” an increasingly-popular skin conditioning agent approx. 1,000 times more powerful than the coenzyme Q10*2, the products have received overwhelming support from women who seek to maintain the beauty of natural youthful skin since the launch in 2007.

China's cosmetics market has recently made a dramatic growth to coincide its economic development and is expected to continue expanding at the rate of 10% per annum in coming years. In the skincare segment, the demand for whitening, anti-aging and other functional products is on the rise. Awareness on anti-aging skincare is spreading among younger generations in urban communities as well who suffer from stress-induced and other skin problems. The latest move to introduce the successful ASTALIFT line of products to China is designed to cater to the needs of Chinese customers with aging-related issues with their skin.

< Specific product deployment in China >

FUJIFILM (China) Investment Co., Ltd., Fujifilm's 100% subsidiary responsible for Fujifilm's business operations in China, will import and market the cosmetics products.

1. (1) The sales of ASTALIFT skincare products will start on September 16, 2010 at China's largest consumer e-commerce site Taobao Mall through Fujifilm China. Various promotional activities are to be conducted to raise consumer recognition of the ASTALIFT brand in China.
2. (2) In the coming winter this year, Fujifilm is to tap into online sales know-how, accumulated in Japan, to open its own online shopping website to expand sales.
3. (3) In Hong Kong area, the first brand store directly operated by Fujifilm's local distributor will open in the Central District in September 2010, with the second store expected to open by the end of this year. Having a site of personal selling in the international city Hong Kong should help cater to tourist demands and establish the ASTALIFT brand's sense of presence around the world.

Fujifilm has undertaken research for many years with the aim of “creating society where people can lead a healthy life both physically and mentally.” Through application of core technologies that have been accumulated thus far, the company will continue to direct its attention to the healthcare field to contribute to improving people's quality of life throughout the world.

• *1 Moisturization-oriented skincare to address skin aging
• *2 According to Fujifilm data

For enquiries on information in this media release, contact:

Media Contact :

FUJIFILM Corporation
Corporate Public Relations Group
TEL: +81-3-6271-2000

Customer contact :

Life Science Products Division
TEL +81-3-6271-2167