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Shiseido's livestreams for China Singles Day skip the influencers

Employees tout cosmetics as company pursues crucial Nov 11. shopping day

A display at a Shiseido store in Tokyo: The company eyes China as COVID-19 saps makeup demand in Japan.   © Reuters

TOKYO -- Japanese cosmetics maker Shiseido has put a twist on advertising for China's largest shopping event of the year through an online tool usually associated with social media influencers.

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