Navigating new markets while maintaining leadership in existing ones keeps Nicole Tan on her toes. As President and CEO of Shiseido Asia Pacific since October 2020, amidst the Covid-19 crisis, she faces the challenge of delivering a compelling Omni channel experience post-pandemic.
“During lockdowns, consumers embraced online shopping, but now, many are returning to physical stores, expecting brands to engage them in unprecedented ways. Providing an integrated shopping experience, both online and offline, remains a challenge for brands in 2024 and beyond,’’ said Tan, the first female regional CEO at Shiseido Company.
With 25 years of beauty industry experience, Tan aims to accelerate commercial growth in the region, making Shiseido Asia Pacific a significant contributor to the Japanese cosmetics giant's overall business equation.
Favourable factors include the youthful population in the region, particularly Gen Z in APAC countries, presenting a substantial opportunity for recruiting young consumers.
The competitive beauty industry is segmented into niche, prestige, masstige, and mass markets. Shiseido Asia Pacific’s diverse portfolio includes leading brands such as SHISEIDO Ginza Tokyo, Clé de Peau Beauté, NARS, Drunk Elephant, Elixir, and Anessa.
Tan noted that increased disposable income will drive consumers to invest in prestige beauty products. As income levels rise, consumers' consideration for products will increase, making prestige brands like SHISEIDO more relevant.
With brand SHISEIDO, our aim is to be the leading Asian Beauty Expert brand and drive omni-customer experiences to win and engage with them. We look to elevate and sharpen our identity to become a more prestigious, influential, and holistic-beauty brand on a global scale. SHISEIDO’s extensive research on new aging care findings drives VITAL PERFECTION line, consisting of the new and improved product line up with cutting edge technology and ingredients that aim to reawaken one’s revitalizing power for a youthful look. At the same time, we are thrilled to celebrate a very meaningful and inspiring initiative from the brand - Potential Has No Age to inspire and empower people through beauty regardless of their age or stage in life.
The new Vital Perfection Uplifting and Firming Advanced Cream, powered by SafflowerRED™, is exclusively derived from the Japanese Mogami safflower. Developed based on SHISEIDO’s latest research, the age-defying formula targets multiple signs of aging, catering to concerns such as lines and wrinkles for individuals aged 25 to 50.
The regional launch of VITAL PERFECTION Uplifting and Firming Advanced Cream, held at Parc Paragon in Bangkok, featured skin analysis with the innovative beauty tech. Friends of SHISEIDO (Thailand) Violette Wautier and Metawin Opas-iamkajorn attended the event titled “Journey of Potential.’’
Influencers on social media platforms have revolutionised beauty brands. Over 100 KOLs from across the region were invited to SHISEIDO’s immersive event, discovering their skin’s potential and spreading the word.
Choosing Bangkok for this large-scale event underscores the importance of the Thai market, one of SHISEIDO's largest market in Southeast Asia. SHISEIDO's No. 1 position in Thailand's skincare industry reflects Thai consumers' preference for quality products.
SHISEIDO also creates innovative experiences to consumer by offering Skin Visualizer, a touchless device measuring radiance, smoothness, and resilience, assesses signs of aging and blood circulation, ensuring vibrant and healthy skin.
Customers may visit select SHISEIDO stores such as Siam Paragon and Central Chidlom department stores for a personalized skin diagnosis with SHISEIDO’s Visualizer. VITAL PERFECTION age-defying lifting massage is also available in-store, in conjunction with VITAL PERFECTION Advanced Cream revamp to reveal +35% firmer, brighter and more lifted skin.
