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Shiseido Co. is pumping up its e-commerce presence amid a “deep crisis” in the beauty business, with the Japanese company looking to its China strategy as a post-pandemic model for growth.

The 148-year-old beauty giant sees its online proportion of overall sales growing to 30 percent in two or three years if current conditions continue, from about a fifth right now, according to Chief Executive Officer Masahiko Uotani.

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