Shiseido and Burberry have announced a partnership in the cosmetics field. Shiseido will handle the import and sale of Burberry's makeup and fragrance products in Japan.

Shiseido has previously imported and sold Burberry fragrances in some countries through its subsidiary, Beaute Prestige International, which handles luxury fragrances, but this will be the first time that it will carry Burberry fragrances and makeup in Japan.

Going forward, Shiseido will serve as the domestic distributor for the launch of Burberry's new fragrance, "My Burberry," in Japan. Starting June 3rd, Shiseido will handle distribution at the Hankyu Umeda Main Store, the Hankyu online store, five Burberry-operated retail stores, and 13 shop-in-shops.

This partnership is part of Burberry's ongoing efforts to expand its global product offerings in Japan. This fall, Burberry plans to set up "Burberry Beauty Box" counters in two department stores in Tokyo and Osaka, offering beauty items, including fragrances and makeup, based on a gift concept. Regarding this partnership, Shiseido Representative Director and Executive Managing Director Toru Sakai commented, "While the line between fashion and beauty has become increasingly blurred in recent years, our core business focus, excluding designer fragrances, is beauty. In this context, we believe partnering with a global luxury brand like Burberry and adding its products to our sales portfolio is extremely significant in terms of strengthening Shiseido's presence in the high-prestige market." Simona Cattaneo, Senior President of Burberry Beauty, said, "As Burberry accelerates the rollout of its global collections from this summer onward, we believe this partnership will play a major role in delivering the British Burberry brand experience."