Shiseido Asia Pacific & Shopee announce strategic partnership to drive growth of J-Beauty category in Southeast Asia


Ian Ho, Regional Managing Director, Shopee, and Pranay Mehra, Vice President of Digital and eCommerce, Shiseido Asia Pacific, at the official Joint Business Plan signing

KUALA LUMPUR, 28 APRIL 2020 -- Shopee, the leading e-commerce platform in Southeast Asia and Taiwan, and Shiseido Asia Pacific, a subsidiary of Shiseido Company, Limited, one of the world’s most established beauty companies, reaffirm their strategic partnership through a Joint Business Plan (JBP). This JBP is a unified work plan which details the joint efforts by Shiseido and Shopee to drive the growth of J-Beauty in Southeast Asia.

The agreement will enable Shiseido Asia Pacific to leverage Shopee's extensive user base and deep understanding of Southeast Asian online shoppers to amplify its online presence and accessibility; ultimately enabling the company to capture the immense growth opportunities in the region. Through this partnership, Shiseido also aims to reinforce its position as the leader of the fast-growing Japanese beauty (J-beauty) category in Southeast Asia.

J-beauty is on the rise in Southeast Asia, with a majority share of voice of 58.7%. Much of its growth is attributed to an increase in foreign tourists to Japan and consequent exposure of popular products through social media. J-beauty is usually associated with innovative technologies and stellar research and development, which enables the efficacy of the products.

Pranay Mehra, Vice President of Digital and eCommerce, Shiseido Asia Pacific, said, “We want to be where our consumers are when they’re shopping for beauty and skincare products.  How we connect with them has always been a strategic priority for Shiseido in Asia Pacific, and I am confident that we will continue to extend our e-commerce presence with Shopee as our primary strategic partner. We remain committed to our customers and look forward to leveraging Shopee’s expertise to enhance our product accessibility, deepen online engagement and ultimately forge stronger connections with consumers and fellow beauty brand lovers across Southeast Asia.”

The JBP will see close collaboration between both companies and Shiseido broadening its multi-brand portfolio offerings, including but not limited to ANESSA, SENKA and Tsubaki, on Shopee across all six Southeast Asian markets by 2020, with a focus on Indonesia, Thailand and Vietnam, as well as in high potential non-capital cities. The partnership will also see Shiseido’s expansion into new markets such as Taiwan. Shiseido will also utilise the Shopee Brands Suite to reach, connect and deepen engagement with current and new customers in each market. Both brands are working closely to develop content for the newly-launched Shopee Feed, which provides an upgraded social experience for shoppers. The partnership will also see the roll-out of localised brand campaigns that aim to promote brand storytelling.

Ian Ho, Regional Managing Director, Shopee, said, “We always anticipate the trends and needs of our users, and we noticed that there has been a growing demand for ‘Made in Japan’ products in Southeast Asia, especially in the beauty and skincare categories. Partnering with Shiseido, one of the world’s most established beauty companies, will allow us to capitalise on their industry expertise and strengthen our J-beauty offerings, unlocking more choices and value for our users. We are honoured to be named as one of Shiseido’s primary strategic e-commerce partners in Southeast Asia, and I am confident that Shopee can help create business impact for them in 2020 and beyond.”

“Southeast Asia is an important and strategic sub-region for Shiseido in Asia Pacific, and through this partnership, we hope that our customers will have greater access to a wider range of beauty brands and products – with the uncompromising quality, innovation and spirit of omotenashi (or Japanese hospitality) – that only Shiseido can provide. I am excited about our growth plans for the future and I look forward to an even stronger partnership with Shopee,” said Mr Osamu Shirai, Vice President of Corporate Strategy & Development, Shiseido Asia Pacific.

Shop to your heart’s desire at the Watashi+ by Shiseido Malaysia Official Store on Shopee and be pampered with exclusive deals and promotions in conjunction with the Raya Bersama Shopee campaign. From now until 26 May 2020, get items from as low as RM10 including the Za Lip Crayon series; discounts of up to 70%, and Buy 1 Free 1 bundles on selected SENKA Perfect Aqua series. Shoppers who visit Shopee will also get to enjoy free shipping with a minimum spend of RM19.

Head over to Watashi+ by Shiseido to enjoy exclusive deals and promotions

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