The skincare and cosmetics brand managed to increase engagement around its new product despite reduced physical footfall, earning it a Grand Prix at the 2022 Event Marketing Awards.
SHANGHAI ZHAN PODCAST: Shiseido China’s Carol Zhou says that Chinese women are now more accepting of their own physical features and will be looking to beauty brands to improve them.
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.
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