Shiseido plans to boost sales of its luxury brand Clé de Peau Beauté in the global high prestige cosmetics market. Beginning with the Japanese market in January 2011, new basic skin care products (a total of 21 items) will be consecutively launched in eight countries and regions in Asia, as well as in the U.S. and Canada. The newly re-launched brand will be designated as the second pillar brand following global brand Shiseido, and marketed without the Shiseido name in order to enhance its value and presence as a luxury brand. Actress Amanda Seyfried has been named as the spokesperson and face of the brand.