THE WHAT? Shiseido has entered into a Joint Venture (JV) with professional services company Accenture in a bid to accelerate its digital transformation.
THE DETAILS Named Shiseido Interactive Beauty, the JV will include around 250 digital, information technology (IT) and other skilled resources from both Shiseido and Accenture.
Accenture will provide training to aid the venture’s employees in bolstering their digital skills, as well as providing Shiseido with ‘digital and innovation capabilities more quickly than Shiseido could develop on its own.’
According to a press release, “The joint venture will use data and advanced technology to create new beauty experiences through enhanced digital marketing. Key to this effort will be leveraging consumers’ browsing and purchase histories — whether via their interactions on Shiseido’s digital platforms or in stores — as well as other activity such as skin or make-up diagnoses, using augmented reality and other digital technologies to propose new products and services, including personalized consultations.”
THE WHY? Masahiko Uotani, Shiseido’s representative director, president and CEO, said “As Shiseido strives to realize a better world through the power of beauty, digital transformation has become an essential element for Shiseido to respond quickly to ever-changing customers and markets.
“I believe that working with Accenture, a company with a proven track record in delivering global digital services and, above all, one that shares our corporate philosophy and values, will create a great opportunity for Shiseido to make a leap forward. I am confident that together with Accenture, we can create new beauty experiences that customers have never experienced before and transform the beauty industry.”