Shiseido seeks 10 pct op profit margin in 2010/11

TOKYO, April 3 (Reuters) - Shiseido Co Ltd (4911.T: Quote, Profile, Research, Stock Buzz), Japan's biggest cosmetics firm, said on Thursday it aims for an operating profit margin of more than 10 percent in 2010/11.

Shiseido also said it aims to book more than 1 trillion yen ($9.8 billion) in sales 10 years from now, with more than half of them coming from overseas.

Over the past three years, Shiseido, which once suffered from a weak brand strategy and high inventory levels, has successfully nurtured some highly competitive brands including its Tsubaki shampoo line, and expanded aggressively into China. ($1=102.31 Yen) (Reporting by Edwina Gibbs)