‘Leapfrogging into the future’: Inside Shiseido’s innovation strategy

Makeup, Digital, Shiseido, Technology
Image Source: http://digiday.com

APRIL 5, 2017 by Tanya Dua

Makeup brand Shiseido is diving deep into digital, last week snapping up its own digital shop, JWalk.

Shiseido is taking content creation in-house, while also giving itself the ability to move faster in response to rapid changes in digital. The company’s revenue totaled 850 billion yen in net sales in 2016, around $7.5 billion.

“We live in a very fast-evolving marketplace where things and consumers are moving extremely fast,” said Marc Rey, president & CEO of Shiseido Americas. “I don’t see a reason why we as a brand shouldn’t evolve as fast. We want to able to anticipate new trends and technology and leapfrog into the future, rather than playing catch-up.”

Shiseido’s approach to both product and digital innovation has been…Continue reading

Article source: http://digiday.com/marketing/leapfrogging-future-inside-shiseidos-innovation-strategy/

 

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