Translated by
Isabelle Crossley
Jun 15, 2021
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Shiseido launches its perfumes on Tmall

Translated by
Isabelle Crossley
Jun 15, 2021

Japanese cosmetics group Shiseido is looking to win over young, Chinese luxury consumers, and more broadly speaking, consumers in the Asia-Pacific region, with the three key brands in its perfume portfolio: Issey Miyake, Narciso Rodriguez, and Serge Lutens.

The 'Musc Noir' perfume by Narciso Rodriguez - DR

In order to reach its target, the group is strengthening its partnership with Alibaba and is launching these three perfume brands on its Tmall e-commerce platform. The shopping platform counts around 700 million users and Shiseido is already present on the site with its makeup and skincare lines. 
“These launches strengthen our partnership with Tmall, an exceptional pure player, as we are now offering our company’s expertise in the three categories of the world of beauty,” said Franck Marilly, president and CEO of Shiseido EMEA (Europe, Middle East, and Africa) and Global Fragrance, which is based in France. “This initiative will be one of the key factors in our conquest of the vast Chinese market which is growing and in which increasingly sophisticated consumers are opening up to perfume.” 

The Issey Miyake and Narciso Rodriguez fragrances were launched on Tmall in April and Serge Lutens perfumes will launch on the platform in July. 
In addition to its online launches with Alibaba group, Shiseido also plans to strengthen distribution for its portfolio of designer brands on Lazada, one of South Asia’s leading e-commerce platforms, which is also owned by Alibaba. 
Shiseido was impacted by the coronavirus pandemic in 2020 and saw its sales drop by 18.6%. The brand saw decreasing sales in all of the markets it operates in and most acutely in Japan, where it is based, and where it decided among other moves to stop selling its Waso skincare line, which is marketed to young consumers. Unsurprisingly, China was the only market in which the business reported growth during the time period with sales up by 9%. In France, the business is preparing to cut 200 jobs. 

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