CBO reporter Li Jianzi
Digitalization is an important part of the Shiseido Group's "WIN 2023 and Beyond" strategic plan, and shiseido's continuous action in the digital field for two months shows the Group's emphasis on digital transformation.
When the era of 5G, AI (artificial intelligence), VR (virtual reality), AR (augmented reality) and other technologies-led intelligence is coming, many beauty groups around the world are keeping up with the pace of technology trends.
Recently, Shiseido, the core global brand of the Shiseido Group, and Revive, a personalized digital brand experience company, have cooperated to launch an AI personalized digital makeup consulting service, where consumers in Europe, the Middle East and Africa can scan and upload selfies on the Shiseido website to conduct virtual makeup audition.
Not long ago, Shiseido invested in beauty technology company Perfect Corp. Shiseido China replied to Cosmetics Finance Online that the move is part of Shiseido's digitization, and Shiseido is also gradually deepening its digitization. Back in 2017, The U.S. subsidiary of the Shiseido Group announced the acquisition of U.S. artificial intelligence startup Giaran to perfect the customized experience for beauty customers.
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The artificial intelligence makeup artist is coming
It is reported that the core of the service is based on Revive's artificial intelligence selfie analysis and user input, users will receive a comprehensive list of recommended products based on full makeup applications such as eyes, lips, and faces. Try out products using real virtual try-on technology before purchasing, receive a list of recommended eye, lip and base makeup products, and can be added directly to your satisfied products or purchased directly.
The partnership combines Shiseido's commitment to beauty innovation with Revive's AI selfie analysis, AI-driven personalized recommendations, and realistic virtual makeup try-on technology to create a digital makeup consultant experience. With comprehensive, first-hand data, it helps brands gain a clear picture of how consumers interact across all touchpoints, giving them the intelligent, personalized and seamless journey to discovery and purchase they need.
Revieve's partnership with Shiseido began in 2019 with the launch of the first skincare consultant in all Shiseido regional markets. Since then, the two companies have worked together on a range of beauty projects along Shiseido's roadmap to becoming a leading beauty company.
"While our collaboration with Revive started in the skincare space, we are excited to continue this ongoing collaboration and expand into the make-up space. Shiseido's customers can now purchase new products with confidence and discover a makeup product that suits them. Shiseido emphasizes that "from day one, providing these innovations to beauty and health-seeking consumers has become part of Shiseido's DNA." ”
"Brands and retailers are connecting with consumers in a whole new way. In traditional industries such as beauty and skincare, AI technology will help guide brands to understand their consumers, market and promote their products in as customized a way as possible based on their needs. Sampo Parkkinen, founder and CEO of Revieve, said.
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Shiseido accelerates digital transformation
Digital transformation is part of Shiseido's new "WIN 2023 and Beyond" corporate strategy, which focuses on driving structural reforms and strengthening the financial foundation, while continuing to actively invest in areas where long-term growth is fundamental, including branding, innovation, supply chain, and the workforce of the future.
In May 2021, Accenture and Shiseido formed a joint venture to accelerate Shiseido's digital transformation. As part of the strategic partnership, the joint venture, called Shiseido Interactive Beauty, will include approximately 250 people from Shiseido and Accenture from digital, information technology and other technical resources. Accenture will also provide training to help employees of the joint venture improve their digital skills.
Masahiko Uotani, President and CEO of Shiseido Group, said, "Digital transformation has become an important factor for Shiseido to respond quickly to changing customers and markets. I am confident that partnering with Accenture, a company with a proven track record of delivering global digital services, especially those that align with our corporate philosophy and values, will create a great opportunity for Shiseido to make a leap forward." I believe that together with Accenture, we can create new beauty experiences that our customers have never experienced before and transform the beauty industry." ”
Masahiko Uotani stressed that their goal is to "create new beauty experiences that customers have never experienced before and transform the beauty industry." "Shiseido could make far-reaching changes, starting with moving Shiseido's entire IT infrastructure to the cloud — a means of cutting costs, increasing efficiency and capacity.
The joint venture will leverage data and advanced technology to create new beauty experiences through enhanced digital marketing. Key to this effort will be to leverage consumer browsing and purchase history — whether through their interactions on Shiseido digital platforms or stores and other activities such as skin or makeup diagnosis, using augmented reality and other digital technologies to come up with new suggested products and services, including personalized consultations.
According to a statement from Shiseido last February, 2021 is the year of "foundation" – "with a focus on structural reforms, reviewing the Group's business portfolio and strengthening the Group's financial base while responding to and preparing for the current and post-COVID-19 markets." ”
Today, for Shiseido, which continues to digitize, "interactive beauty" is seen as a means to achieve two purposes: business stability and preparation for the future.