Enhancing a high-end beauty business

Shiseido asked us to explore the needs, values, lifestyles and attitudes towards beauty and skincare amongst one of their core luxury segments. In quarterly waves, we had premium/luxury skincare users take a brand health survey while also completing homework tasks with products prior to a group discussion. This way, we captured brand perceptions over time but also understood wider trends around health, beauty, make-up, sustainability, social media, packaging and more.

Over the year, we regularly fed the global Shiseido team and their agencies with fresh cultural and behavioural insight, as well as informed and developed innovation concepts, brand messaging, pack designs, tone of voice, cultural expectations and more, with the brand successfully launching a host of new, innovative products.