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Shiseido inks partnership deal with tech giant Tencent

Shiseido

Beauty conglomerate Shiseido announced a three-year global strategic partnership with internet and technology company Tencent through its China subsidiary, Shiseido China Co., Ltd. on 21st December 2021.

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Through this partnership, Shiseido is ramping up its digital transformation in China and beyond. Both companies will work together to build a DTC (Direct to Consumer) model and strengthen Shiseido’s social commerce business to provide new services to Chinese consumers. Applying the know-how learned from this partnership to the entire Shiseido group, the company will strengthen its global growth by accelerating its group-wide digital transformation and enhancing the capability development in terms of digitalisation.

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Building a digitally driven business model and organisation is one of Shiseido’s key strategies under its Medium-to-Long-Term Strategy “WIN 2023 and Beyond”. Tencent, who runs WeChat with approximately 1.3 billion monthly active users, is the largest social media operator in China. With Tencent’s advanced know-how of DTC platforms and consumer engagement, Shiseido will further evolve its social commerce business, and digitalised beauty experience.