Shiseido taps AI, broadens reach as customer needs evolve

It uses tech to tailor offerings, boosts online presence even as physical shops remain key

- Rosalind Ang

The beauty industry has changed significantly over the last decade, and beauty companies have had to adjust accordingly to stay relevant. Among them is Japanese beauty brand Shiseido, which is tapping technology to better meet evolving consumer demands.

One key move has been the integration of artificial intelligence (AI) into its customer experience. Shiseido offers a visualiser device that captures detailed facial images to assess skin condition as well as blood circulation beneath the skin's surface.

"The visualiser takes a photo of your face and is able to capture not just the condition of your skin but also the circulation in your skin," said Ms Nicole Tan, president and chief executive officer of Shiseido Asia Pacific.

Combined with a short customer questionnaire, this technology enables a personalised skincare experience for customers, as opposed to generic product recommendations.

Shiseido has expanded beyond operating solely in physical stores to also having a strong online presence, with its products now available on shiseido.com as well as on e-commerce platforms.