Digital Transformation Consulting

Shiseido, Asia's leading skincare and beauty company, is on a transformative journey to become a personal beauty and wellness company by 2030, aiming to establish itself as the world's number-one beauty brand. The company recognized the need to create personalized, healthy experiences for its customers and believed that leveraging technology would facilitate deeper, long-term relationships with them. To achieve this, Shiseido partnered with Accenture to form Shiseido Interactive Beauty, focusing on digital transformation through AI, data analysis, automation, service design, and digital marketing.

The initial challenge was to integrate the experiences of Shiseido’s 9,000 Personal Beauty Partners (PBPs) in Japan with the online shopping experience. By utilizing customer profile data, Shiseido aimed to deliver optimized content across social media and other channels. This strategy led to the development of the Beauty Key app, which won multiple prestigious design awards, including the 2023 Good Design Award and the Red Dot Design Award 2024. Additionally, Shiseido implemented online seminars, web counseling, and omnichannel beauty consultations, utilizing augmented reality (AR) technologies to enhance customer engagement and drive foot traffic to department stores.

The transformation focused on four key areas: enhancing data-driven customer relationship management (CRM) to optimize marketing investments, boosting e-commerce operations, standardizing business processes through advanced technologies, and developing employee digital skills. As a result, Shiseido has seen an increase in repeat customer purchases in Japan and growth in e-commerce sales. The IT transformation has also improved inventory management and forecasting accuracy while reducing IT costs, contributing to Shiseido's operating income targets.

Moreover, over 250 employees have completed digital skills assessments and training, supporting the company's shift to a digital business model. This comprehensive transformation not only enhances customer experiences but also fosters a culture of innovation and digital proficiency within Shiseido, positioning the company for future success in the beauty and wellness industry.