Shiseido cosies up with Alibaba to grow Chinese business

Shiseido cosies up with Alibaba to grow Chinese business

Shiseido’s China subsidiary has signed a Joint Business Plan with Alibaba Group aimed at strengthening their cooperation.

The J-beauty brand has also set up a Shiseido X Alibaba Strategic Development Office in Hangzhou, China – making it the first cosmetics company in the world to open a dedicated office in partnership with the e-commerce behemoth.

Under the plan, the two companies will work together on product development, marketing, e-commerce and CRM among other areas. The first co-developed products, launched under the Aquair hair and body care brand, will be available exclusively on Tmall from September. The shampoo and essence oil duo was developed on the back of big data from 700 million Alibaba users.

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