Shiseido Interactive Beauty

History

2021: Creating Shiseido Interactive Beauty

Accenture and Shiseido are setting up a joint venture to accelerate the digital transformation of the global cosmetics brand. Accenture announced on May 19, 2021.

A joint venture called Shiseido Interactive Beauty will bring together about 250 IT specialists from the Shiseido and Accenture teams. Accenture will train Shiseido specialists in digital technology.

In addition, working with Accenture will allow the company to move its IT infrastructure to the cloud and increase resource efficiency while reducing maintenance costs.

The digital transformation as part of Shiseido's corporate strategy "WIN 2023 and Beyond" involves organizational changes and investments in the company's long-term growth areas: branding, innovation, supply chains and employee development.

As Shiseido strives to make the world a better place with the power of beauty, digital transformation will help us respond faster to the ever-changing market situation and customer wishes. said Masahiko Uotani, president and chief executive officer of Shiseido.

The joint venture will work with data and advanced technologies to help create digital marketing and product promotion solutions. To do this, the company will use consumer viewing and shopping stories, both on Shiseido digital platforms and in offline stores.

In addition, augmented reality and other technologies will be used to offer products and services, including individual offers and consultations.

According to Julie Sweet, CEO of Accenture, the company is honored to help Shiseido accelerate its bold mission to launch innovative beauty products.

Our strategic partnership is based not only on a common understanding of the goals of improving customer service and expanding integration with retail partners, but also on deepening the digital skills of Sheisedo employees, as well as conducting activities within the framework of the development of a sustainable economy, to achieve significant results and benefits, noted Julie Sweet.

Shiseido Interactive Beauty, a controlling stake in which is owned by Shiseido, is expected to begin operations in July 2021.

Digital transformation helps companies adapt to customer demands and changing market conditions. Online sales of cosmetics, like other products, according to online retailers, grow year by year and brands need to think about new approaches in working with customers and data. The key to success in innovation is partnerships. Marketplaces and banks know everything about customer purchases and are ready to share this impersonal information for marketing purposes, says Emil Alentiev, head of Accenture user experience and design in Russia.

According to him, Accenture in Russia helps many brands in organizing three-way partnerships to create services and innovations in the field of digital marketing.

Given global trends, such joint ventures will increasingly appear in our market, adds Emil Alentiev.