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Shiseido/Coca-Cola deal

This article was originally published in The Rose Sheet

Executive Summary

Body care product and soft drink by the same name will debut in Japanese market by April 2004 under planned joint venture between Shiseido and Coca-Cola, companies announce. Agreement calls for launch of "slimming" products based on the Shiseido-developed theory of "diet by the use of scent." Companies will work together to develop products, brand name and packaging design, as well as advertising, communication and "market activation" programs, firms add...

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