Shiseido Group announced today that it has entered into a three-year global strategic partnership with Tencent. The Group will build a D2C (Direct to Consumer) growth engine to enhance global consumer experience and accelerate the Group’s digital capability building and transformation through comprehensive cooperation with Tencent’s social and content ecology, enterprise digital transformation services and innovative technologies.
Shiseido and Tencent signed a strategic cooperation agreement at Shiseido China headquarters.
Shiseido China CEO Kentaro Fujiwara said, “In recent years, Shiseido China, as the Group’s second global headquarters, has not only accelerated its own digital transformation, but also actively explored the way to work together with partners to export the innovative power of the Chinese ecosystem outward.”
After active expansion, Shiseido China and Tencent have continued to deepen cooperation in areas such as brand advertisement, product promotion, omnichannel consumer experience management, and the expansion of WeChat Mall.
Both parties will take the lead in the enhancement of the global Chinese consumer experience through Shiseido China’s social e-commerce platform and digital innovation of beauty technology. In the future, Shiseido Group will work with Tencent to gradually cooperate in the areas of smart retail, innovative models, virtual immersive brand experience and smart skincare solutions for specific groups of people through digital solutions.
Tencent’s President Liu Chiping said: “We hope to provide customized products and services for users and businesses through technological innovation. We also aim to create a consumer-centric D2C growth engine and help Shiseido and more beauty brands upgrade.”