Shiseido / Tory Burch co-op could be the crème de la crème of co-branding

We’ve all heard the old adage, “Two heads are better than one.” I, for one, experienced the accuracy of this statement during grad school. Getting an outside opinion(s) almost always yielded a better outcome. Likewise, in many cases, two companies are better than one. Tory Burch and Shiseido are betting on that to be the case in their joint venture. On August 7th, the two brands announced that they would be entering upon a long-term partnership agreement which would give Shiseido the exclusive worldwide license to develop, market and distribute Tory Burch beauty products. The agreement will take effect on Jan. 1, 2020.

The two brands have very different stories of origin. Shiseido was founded in Japan in 1872 as a western-style pharmacy while Tory Burch was launched in a retail store in Manhattan in 2004. Shiseido is known globally as a premier skincare and cosmetics company; Tory Burch as a lifestyle brand made famous for its line of handbags, footwear, and ready-to-wear apparel. However, they both share a high standard for excellence and a desire to expand their global platforms, engage with consumers more fully, and optimize each brand’s full potential.

While competition often inspires brands to improve the quality of their products, collaboration can harness two established brands’ resources, many years of expertise and customer base. I am hopeful that the partnership between Shiseido and Tory Burch will be the perfect union of the empowerment of the West and enchantment of the East, and aid in “Helping women fearlessly follow their dreams,” while experiencing “Beauty made with soul.”

Until next time,

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