The Art of Allure: Inside Shiseido's Groundbreaking Marketing Mastery

Young Won Park () and Paul Hong ()
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Young Won Park: Saitama University
Paul Hong: The University of Toledo

Chapter Chapter 8 in Cosmetics Marketing Strategy in the Era of the Digital Ecosystem, 2024, pp 145-160 from Springer

Abstract: Abstract This chapter examines the exceptional marketing strategies of Shiseido, Japan’s trailblazing cosmetics company with a heritage dating back to 1872. Shiseido's historical pivot from pharmaceuticals to cosmetics under the leadership of Fukuhara Shinzo marked the brand’s rise as a cosmetics powerhouse. The company’s commitment to aesthetic excellence is evident in its innovative product line, which has included pioneering offerings like non-lead face powders and early forays into floral perfumes. It also highlights Shiseido’s early adoption of the chain store model and direct sales system, which became pivotal to its robust sales infrastructure. With a strong foundation rooted in tradition and innovation, Shiseido not only mastered the art of beauty but also skillfully crafted a brand identity that seamlessly wove together Eastern philosophy and Western innovation. In the realm of brand identity, Shiseido stands out with a philosophy that merges inner beauty and well-being, encapsulated in its concept of “Graceful Aging.” The brand's mission, “Beautiful Moments, Beautiful Lifetimes,” underscores its commitment to deliver beauty through a spectrum of products and services globally. Shiseido's expansion beyond cosmetics into restaurants and pharmaceuticals reflects its 3H policy—High Quality, High Image, High Service. The global marketing strategy, including the shift to e-commerce in China, is part of Shiseido's adaptive approach to global trends and consumer behaviors. In the digital age, Shiseido has embraced DX to reinvent its business model, aiming to lead as a Data-Driven Personal Skin Beauty & Wellness Company. This strategy marks Shiseido's dedication to innovation, customer satisfaction, and a vision that harmonizes with the evolving digital landscape.

Date: 2024
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DOI: 10.1007/978-981-97-3674-4_8

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