Shiseido - Deepening emotional ties with customers with new digital service "Personal Beauty Plan"

Your own beauty information service that you can look back on anytime, anywhere

The in-store experience is about to change with the fusion of face-to-face customer service and digital technology. From February 14, 2022, Shiseido will allow customers to look back on counseling records at department stores, GMS, cosmetics specialty stores (*), drug stores (*), and stores with beauty consultants (BC) anytime, anywhere. Introduced a new digital service "Personal Beauty Plan". BC collects the responses, proposals, skin measurement results, etc. that BC made at the store on a web page, and by issuing a link to it with a two-dimensional code (QR code), it is possible to provide effective skin care methods suitable for each customer. Make-up methods, brand and product information, and online counseling reservations can be obtained on a single page. *From April 1st

Shiseido has actively used digital tools, such as the use of tablet terminals by BC at stores and various personal support such as skin measurement. In the corona crisis that began in 2020, such digital technology has evolved rapidly as a means of non-contact response in addition to conventional usage. On the other hand, the quality of information that customers want and how to obtain it are also changing. Shiseido Japan Executive Officer Yuka Yokota, Chief Beauty Strategy Officer (CBSO) and General Manager of Beauty Strategy Department, commented on this new initiative, which was introduced after a development period of about a year. In addition to utilizing digital tools, we will create new added value by fusing analog services where you can feel the warmth of people.Personal Beauty Plan is an evolution of digital tools, and at the same time it is in line with the new era. It's the evolution of services that face customers with a sense of purpose," he said.

Yuka Yokota Executive Officer, Chief Beauty Strategy Officer and General Manager of Beauty Strategy Department

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