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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.

More than 400,000 viewers tuned in to Shiseido's livestream Tuesday from its Tokyo headquarters and a studio in the Chinese city of Hangzhou. The company has been livestreaming almost every day since late October, when marketing campaigns for China's Singles Day sale -- held every year on Nov. 11 -- kicked into full gear.

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