Back in April, this publication reported on speculation around a potential deal between the two cosmetics giants.
At the time, WWD had reckoned Shiseido was a likely partner for Burberry’s planned skin care line, making references to Burberry’s chief operating officer John Smith; “We are talking to a range of possible partners about a range of possible relationships."
While Shiseido’s 'Beauté Prestige International' already works with Burberry on fragrances in the West, this will be the first opportunity for the personal care giant to distribute the luxury player's products in its home market.
According to Simona Cattaneo, senior vice president of beauty at Burberry; as the brand continues to expand its global product range, this partnership will enable the company to provide its customers with an 'authentic Burberry brand experience'.
Regarding the agreement he says; “we are excited to be partnering with Shiseido in the distribution of our fragrance and beauty products in Japan. To be working with such a well-respected company with a wealth of knowledge in the market is a great opportunity."
What happens now?
As of this summer, the brand’s licensed products will be replaced with the Burberry global product range.
As part of the deal, Shiseido will also support the launch of 'My Burberry' fragrance starting with Hankyu Department Store Umeda as well as the online version (Osaka), five standalone stores and thirteen Burberry concessions across major cities in Japan this month.
The fragrance was created by Chief Creative Officer & CEO, Christopher Bailey in 2014, and is inspired by a London garden after the rain.
Also commenting on the partnership, Shiseido's representative director Mr. Toru Sakai said; “These are exciting times, the boundaries between fashion and beauty are blurring."
"Whilst the core of our business remains focused on beauty, this new partnership with Burberry is a significant one for Shiseido as we look to build our portfolio of products and enhance our presence in the luxury beauty market," he added.