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Shiseido withdrawals subbrand from Chinese market

Shiseido’s sensitive skincare brand D Program has exited the Chinese market, ceasing new orders on its Tmall flagship store as of December 15 due to strategic adjustments. Founded in 1997, D Program focused on addressing skin sensitivity but struggled in China with low engagement on platforms like Xiaohongshu and Douyin. Despite being Japan’s top-selling sensitive skincare brand for 15 consecutive years, its Tmall store with 1.23 million followers is now unsearchable, and its products have been removed from Watsons’ online and offline channels.

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