Japanese cosmetics giant Shiseido on Sunday become the world’s first multinational cosmetic company to open a dedicated office in Hangzhou to work with Alibaba Group and co-create products specifically tailored for Chinese consumers.
The Shiseido and Alibaba office, within walking distance of the Alibaba Xixi headquarters, will house a team of around 20 Shiseido employees by next year. The purpose is to tighten collaboration with Tmall, Alibaba’s B2C marketplace and better position Shiseido in China, said the makeup company’s China region CEO Kentaro Fujiwara.
“China is Shiseido’s biggest and most-important market [outside of Japan]. By combining Alibaba’s strengths in digitisation and consumer engagement with Shiseido’s world-class standards in research and development, we can create products that can precisely capture the appetite of the Chinese consumer,” he said. “I hope this unprecedented collaboration will pave the way for further innovations for the entire [Shiseido] group.”
