Under the Radar: FUJIFILM vs Cosmetics - How Astalift and FUJIFILM’s skincare and cosmetics brands helped the firm tide over digital disruption

Your Way Home with Hongbin Jeong · Oct 11, 2023 · 15m

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…