Shiseido accelerates digital strategy with new joint Accenture business

The Japanese beauty giant said the new venture will support its luxury owned-brand marketing and digital services

Shiseido, the Japanese beauty brand owner, is ramping up its digital strategy by developing a new joint venture with consulting giant Accenture.

The new business, called Shiseido Interactive Beauty Company, will provide the Tokyo-led multinational digital marketing and digital/IT-services to its subsidiaries.

The joint venture is a result of a strategic partnership between Shiseido and Accenture first announced in February.

According to Shiseido, the partnership will aim to provide a fast response to changing consumer habits and market environments, accelerate digital transformation, and innovate business models in Japan.

"The new company will engage in business model reform centering on digital areas, development of global standard ICT infrastructure and operation systems, and development of talent in the digital and IT fields," said Shiseido in a statement.

"While incorporating talent and know-how from Accenture, we will enhance IT functions and accelerate digital transformation to strengthen our new digital marketing initiatives with speed and innovation as a group of digital and IT strategy experts in beauty."

Shiseido has provided the example that the Shiseido Interactive Beauty Company will support developments that previously could not have been developed alone.

"As our users undergo virtual make-up and skin diagnostic tests online or in stores, their history can be analysed in our digital database, and by applying the data of purchasing, and research and innovation together, it becomes possible to propose the best in counseling, products and make-up lessons at a place and time of their choice," reported Shiseido.

"In addition, we will use the latest beauty technology to seamlessly provide life-long, personalised services to consumers through various points of contact, both digital and real."

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