Beauty and fragrance company Coty and Ant Group will ramp up their digitization efforts through a partnership that makes Coty the first beauty company in travel retail to support Alipay and other digital payment methods, according to a Tuesday (Aug. 2) press release.
The global partnership relies on cross-border mobile payments and marketing platform Alipay+, the release stated. Launched in 2020, Alipay+ is a suite of digital payments and marketing tools for businesses.
“We will also aim to deliver better services and products to more consumers around the world on their travel journey, and let them enjoy a better, more convenient and sustainable future,” said Coty Executive Vice President of Global Travel Retail Business Caroline Andreotti in the release.
She added that Coty and Ant will look into future possibilities for digital channels to improve customer experience.
Through the partnership, Coty will use the digital tools under Alipay+ to expand the travel retail business, creating brand campaigns through Alipay and other payment platforms and offering customized consumer experiences from China through Asia Pacific (APAC) and across Coty’s global travel retail market, according to the release.
More than 80 million businesses with more than 1 billion consumers use Alipay. Coty has partnered with Alipay since 2021 on several travel retail activations, including Lancaster Super Brand Day, the fragrance annual award, and the Travel Around World campaign debut in June, the release stated.
In April, Razer Merchant Services (RMS), the B2B arm of American-Singaporean FinTech Razer, integrated Alipay+ solutions into more than 60,000 online and offline merchants across Malaysia.
Read more: Razer Merchant Services Expands Across Malaysia Through Alipay+
Razer added Alipay+ to payment touchpoints for RMS offline merchants from Malaysia’s retail, business and food and beverage sectors. RMS has also integrated Alipay+ solutions for online merchants in Malaysia from the tourism, grocery, food and beverage, and eHailing segments.
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