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.
The company is now focused on rebuilding its brand in China, with help from an army of in-house beauty consultants. But the company faces an uphill battle as a slowing Chinese economy chills consumer spending.
