The brand’s regional director of digital marketing speaks to us about the brand's dramatic digital adaptation during Covid, as well as its expanding use of retail tech.
[The next generation is] questioning—actually, they’re refusing—to give their time and attention to brands without a purpose, says Naomi Yamamoto, COO at Shiseido.
Innovative and experimental creative work has kept Shiseido's marketing a cut above most other beauty brands, returning in-house creative chief Yamamoto to our list.
Slowing sales at home and increasingly unfavourable economic growth and demographics lead companies' overseas push.
An installation at the brand's Global Innovation Centre in Yokohama allows two people to confront older (or younger) versions of each other in real time.
Subtle changes in the top 10 reflect the power of premium and responsible positioning.
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