Shiseido Company launches Issey Miyake, Narciso Rodriguez and Serge Lutens on Tmall

Issey Miyake’s L’Eau d’Issey, L’Eau d’Issey Pour Homme and Rose & Rose fragrances are now available to TMall’s 700 digital consumers in China

CHINA/INTERNATIONAL. Japanese beauty house Shiseido Company has partnered with Alibaba Group to launch Issey Miyake, Narciso Rodriguez and Serge Lutens fragrances on Tmall.

The move is part of Shiseido’s wider strategy to expand its luxury cross-border business in China and the Asia Pacific region [Note: From today, cross-border ecommerce stories now enjoy their own archive on The Moodie Davitt Report.com]

Shiseido enjoys a strong ecommerce presence in China, with its skincare and makeup brands already available on Tnall. The company plans to scale up its luxury market network by introducing the three fragrances to Tmall’s 700 million users.

Issey Miyake and Narciso Rodriguez were launched in April 2021, while Serge Lutens will launch on Tmall’s global platform in July.

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Shiseido is maximising the potential of the three fragrance brands to appeal to younger Chinese luxury consumers. Each brand will leverage their pillar products in a digital environment that can fully express their distinctive identities through owned interactive content and highly curated brand universes, specifically designed for Chinese consumers.

The company hopes that the Tmall launch will contribute strong fragrance category growth in the region. Tmall is Asia’s largest business-to-consumer retail platform, enabling companies to sell directly to hundreds of millions of consumers in China.

According to Shiseido, Tmall’s digital platform offers the right infrastructure needed to give Chinese consumers “unique and personalised” experiences similar to its brick-and-mortar boutiques.

Narciso Rodriguez and Issey Miyake were launched on Tmall in April, with Serge Lutens to follow in July
Tmall will be “a key enabler of our success” in China says Shiseido EMEA & Global Fragrance President Franck Marilly

“These introductions strengthen our partnership with Tmall, an outstanding pure player, now offering our company’s expertise in the three categories of the beauty landscape,” commented Shiseido EMEA & Global Fragrance President Franck Marilly.

“It will be a key enabler of our success in the vast and growing China market, newly expanding to fragrances with increasingly sophisticated consumers.”

Shiseido VP Business Excellence Global Fragrance Yaël Tuil added, “The consumers of Tmall’s digital store can now access the worlds of Issey Miyake, Narciso Rodriguez and Serge Lutens.

“This reinforced partnership between Shiseido and Tmall is in line with our global fragrance and e-business strategy to build efficient 360° capabilities and processes to maximise our performance and it will contribute to reinforce our digital ecosystem in this major market.”

In addition to the Alibaba Group partnership, Shiseido also plans to reinforce its digital network by launching its designer brand portfolio with Lazada, Southeast Asia’s leading ecommerce platform and regional flagship of Alibaba Group.

This digital acceleration strategy is part of the company’s corporate Vision 2030, which aims to make it A Global Winner Through Heritage with China at the heart of its strategy. 

Shiseido is accelerating its cross-border ecommerce business, a strategy refleced in the company’s striking presence during the Hainan Expo in May

 

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