Shiseido : Certified as DX Business Operator by METI

In the wake of the COVID-19 outbreak, Shiseido has been agilely responding to changes in consumer needs and purchasing behavior through various initiatives, such as new forms of purchasing experience leveraging digital technologies, contactless beauty counseling, and product development capturing shifts in consumer awareness. These are exemplified by Shiseido's first omnichannel collaboration with business partners in the form of live commerce events, real-time communication with beauty consultants via video chatting on social media followed by product purchases, and first-in-Japan online counseling with virtual makeup try-on powered by advanced facial recognition and AI technologies.
Moreover, under its medium-to-long-term strategy, Shiseido has committed to 'build a digitally driven business model and organization' and aims to be a PERSONAL BEAUTY WELLNESS COMPANY, contributing to a lifetime of unique and healthy beauty for each and every consumer. In order to further accelerate DX, a key driver of this change, we partnered with Accenture, which has extensive experience and expertise in supporting corporate digitalization globally, and in July 2021, established a joint company, Shiseido Interactive Beauty Company, Limited. This joint venture will enable us to nurture and recruit digital talents and develop capabilities as we are advancing DX.