Shiseido attracts Gen Z Chinese customers with Alibaba Group partnership

By Becky Bargh | Published: 2-Apr-2019

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

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

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.

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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