Digital Transformation Consulting

Shiseido, a leading skincare and beauty company in Asia, began a strategic transformation to become a personal beauty and wellness company by 2030. Partnering with Accenture, they launched a joint venture called Shiseido Interactive Beauty to accelerate their digital transformation journey. The company's goal is to leverage AI, data analysis, automation, service design, and digital marketing to provide personalized beauty experiences, fostering long-term and loyal customer relationships.

To transform their operations, Shiseido focused on understanding its customer base with the help of 9,000 Personal Beauty Partners (PBPs) in Japan. They integrated this hands-on retail experience with online shopping, leveraging customer profile data to deliver optimized content through social media and other digital channels. This innovative approach resulted in the successful delivery of the Beauty Key app, which won prestigious awards including the 2023 Good Design Award, and both the Red Dot Design Award and the iF Design Award in 2024.

Shiseido further supported its transformation by developing online seminars, web counseling, omnichannel beauty consultations, and utilizing social channels to drive customers to physical stores to explore simulation and augmented reality-based product advice technologies. Key areas of Shiseido's transformation included data-driven CRM enhancements, improved e-commerce operations, standardized business processes through advanced technologies, and the development of critical digital and IT skills among employees. As a result, repeat customer purchases increased in Japan, and sales through e-commerce channels grew. The transformation improved inventory management, forecasting accuracy, and reduced IT costs. More than 250 employees completed digital upskilling as part of their talent development program, contributing to Shiseido's shift toward a digitally oriented business model.