TOKYO -- Initially seen as the key to a post-pandemic recovery, Shiseido's aggressive push into Chinese e-commerce has instead battered the Japanese cosmetics giant's image in the key market and resulted in its first loss there in seven years.
Consumer
Shiseido plans comeback in China after double-edged online push
Cosmetics company focuses on rebuilding brand hit by e-commerce price war
This Shiseido store in Tokyo's Shibuya ward displays Nars brand cosmetics. China is a key market for Shiseido, but an online-focused strategy has failed to boost profits. (Photo by Manami Yamada)
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