A few months ago, Shiseido Co. appointed Marc Rey as President and CEO of Shiseido Americas. This week in a press interview, Rey spoke about how he was working on expanding Shiseido’s footprint in the U.S. through gaining ground in the cosmetics and digital sector. Based on the results of L2’s 2015 benchmark study of 106 beauty brands in the U.S. across four categories: Skin Care, Color Cosmetics, Fragrance, and Nail, Shiseido Co. has room for improvement on the digital side. The enterprise had the lowest average Digital IQ of all enterprises in the study.


However, not all Shiseido Co. brands are digital laggards, as three fall in the Gifted category.

What to learn from Gifted brands in the Shiseido Co. enterprise:

bareMinerals, Shiseido and Nars have strong mobile and desktop infrastructure, allowing social and creative content to be a plus in driving conversions. Namesake brand Shiseido made the jump to Gifted from Average (the in the 2014 study) based on major improvements to its mobile site. For example, the brand implemented a persistent navigation bar. bareMinerals – the highest ranked Shiseido brand – increases the usefulness of reviews by letting shoppers sort by product and reviewer characteristics (e.g. skin type). Tools like the Foundation Finder and shoppable video tutorials accompanied by user reviews are best-in-class examples of mixing content and commerce. And while Nars stands out for its social prowess – being the third most-mentioned brand by YouTube vloggers – the brand upped its digital customer service experience with a persistent live chat button.


What is dragging down Shiseido Co. in the digital world:

Issey Miyake is virtually invisible in keyword searches. And Jean Paul Gaultier fragrance pages are dead ends, without links to e-tailers or information on where to buy. Both fall in L2’s Feeble category.

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