Japanese cosmetics provider goes mobile with IBM

Tokyo - Shiseido Co. Ltd., a global cosmetics manufacturer, will empower its nearly 10,000 beauty consultants in Japan with IBM mobile apps designed to provide new customer services, customer-centric product improvements and social innovations.



Shiseido selected the IBM MobileFirst Platform to develop and secure an enterprise app for its “Beauty Tablet.” The mobile app built on the IBM MobileFirst Platform has multiple modules and increasing capabilities for internal operations. Integrated to Shiseido’s back-end systems, this app is a Beauty Consultant’s one-stop mobile solution for communications, scheduling, reporting and other tasks that increase productivity.



One module in the app creates a virtual community for beauty consultants to learn from each other by sharing photos, tips, tricks, and commenting on each other’s work. Social data analytics identify best practices and incorporate knowledge and know-how into future training for beauty consultants.



“We are marking the 80th anniversary of the Shiseido beauty consultant – a role that continues to transform the relationship between the customer and our products,” said Chikako Sekine, corporate executive officer, Shiseido,Co. Ltd. “With new mobile apps, Shiseido beauty consultants continue to engage customers with ‘Omotenashi’ (the Japanese spirit hospitality) to differentiate the Shiseido customer experience.”



Since deploying the Beauty Tablet in 2013, Shiseido continues to support beauty consultants in Japan with the latest mobile enterprise use cases. The IBM MobileFirst Platform enables Shiseido to continue to provide consultants with access to new services and allows them to incorporate feedback into future product innovation and increase collaboration.