Baum to exit China
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Baum to exit China

THE WHAT? Shiseido-owned Baum is pulling out of the Chinese market. The J-beauty skin care brand will not accept further orders via its Tmall flagship store, effective immediately; physical locations are said to have shut up shop last month.

THE DETAILS According to a report published by Jing Daily, the luxury skin care brand has also discontinued its mini program service.

THE WHY? A report published by Qing Yangjin quoting Baum’s customer service team attributes the exit to ‘strategic adjustment’. Baum is the latest in a long line of international brands to close their Tmall flagships following dwindling sales. Qing Yangjin adds that J-beauty brands have suffered in the fall out following Japan’s controversial Fukishima discharge.

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