FUJIFILM IS set to move into the European cosmetics industry next year, with the launch of a new skincare brand.

The Astalift range of skincare products has been on sale in Japan for the past four years, and Fujifilm is hoping to replicate its success in Europe when it goes on sale in 2012.

Although Fujifilm is probably best known for its photographic products, the company has expanded its business into new areas to compensate for the fall-off in consumer film sales. “We worked very hard, when we saw that trend developing, on reinventing ourselves and developing new business areas,” Fujifilm UK director David Honey said.

He explained it is difficult for Fujifilm to expand sales of existing products in developed countries.

“For developed markets we want to try to add a product like the Astalift range. We know it’s not an easy thing, but to grow revenue in these developed markets we know we have to bring out new products,” he said.

Fujifilm’s 50 group companies in Europe now employ more than 5,000 people in industries from medical and graphic arts, to recording media and photographic technologies.

Its medical systems business, which is where the new skincare range falls, is one of these growing sectors, Mr Honey said.

The skincare range uses the expertise Fujifilm has built up through its other companies and the photographic industry.

One of the main ingredients in both photographic film and human skin is collagen. Sunlight has an adverse effect on both human skin and photographs.

“Antioxidisation to combat that is technology Fuji has had to have to make the best films, so its understanding of antioxidisation is probably second to none,” says Melanie Lidiard-Phillips of Fujifilm.