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Consumer

Kao collaborates with web influencers to sell cosmetics in China

Marketing strategy shifts as pandemic keeps bulk-purchasing tourists away

A Beijing cosmetics store: Kao is pivoting from its focus on face-to-face sales in department stores.   © Reuters

TOKYO -- Kao has started to formally do business with Chinese social media influencers who purchase the Japanese company's cosmetics in bulk for resale on online marketplaces at home.

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