Shiseido attracts Gen Z Chinese customers with Alibaba Group partnership

By Becky Bargh 2-Apr-2019

Together the two companies will work across product development, brand marketing and e-commerce

Shiseido attracts Gen Z Chinese customers with Alibaba Group partnership

Japanese cosmetics company Shiseido is poised to launch two new hair care products in partnership with China’s Alibaba Group.

The Chinese conglomerate specialises in developing e-commerce, retail and digital with three main sites: Taobao, Tmall and Alibaba.com.

The first of the two co-developed products in the Aquair range are set to hit the market in September, exclusively on Tmall, and will feature a shampoo and oil for split ends.

Shiseido also hopes the new partnership will attract a younger generation of Chinese consumers.

The deal was struck under the companies Joint Business Plan, which will see the two work together across product development, brand marketing and e-commerce.

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Shiseido has also set up a Strategic Development Office in Hangzhou, China, where Alibaba Group’s headquarters are located; making Shiseido the first Japanese and cosmetics company to set up such a dedicated office with the business.

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