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October 2, 2019

How @SHISEIDO Does It: Seeing Success on Instagram

BY: Instagram Business Team

San Francisco, CA

Across the globe, brands are tapping into culture on Instagram to connect with their customers and express their ideas. Brands like SHISEIDO, a leader in prestige beauty and personal care, are also using Instagram to interact with their customers, striving to make the world a better place through beauty. We spoke with brand SHISEIDO’s Chief Brand Officer, Yoshiaki Okabe.

Brands in the past tend to make one-way communication with customers. However, with Instagram, we can now leverage the platform to communicate effectively using influencers and ambassadors.
YOSHIAKI OKABE, CHIEF BRAND OFFICER, BRAND SHISEIDO
Connecting to a global audience

Shiseido and its portfolio of brands use Instagram to connect with customers in real time, not only in Japan, but globally as well. Through collaborations, brand SHISEIDO is able to drive its global impact and value as the first prestigious global Japanese brand. “Empathy, resonance, and love of our brand can be delivered directly to the customers.”

We have many global brands among Shiseido Group, such as NARS, Bare Minerals, Laura Mercier etc. Through Instagram, we can cultivate empathy, create resonance and love for our brand, together with consumers. Communication no longer happens one-way and we can enable interactive experience and connections across multiple channels with two-way communication.
YOSHIAKI OKABE, CHIEF BRAND OFFICER, BRAND SHISEIDO
Shaping culture

With close to 150 years of history, Shiseido has been leading, shaping and cultivating the Japanese beauty culture. One of the many ways where Instagram plays a main role for them is in accelerating and transforming the connections between their customers and the brand.

Instagram is one of the largest global social platforms across all brands. We want to tell the story of Japanese beauty, which is a topic trending globally. Instagram is one of the largest global social platforms across all brands. That is why I think it can deliver the largest impact.
YOSHIAKI OKABE, CHIEF BRAND OFFICER, BRAND SHISEIDO
Using Instagram across the consumer journey

To make meaningful connections, Shiseido uses Instagram’s unique visual storytelling function to convey their messages. And when their stories reach the right audience, brand SHISEIDO leverages the shopping functionality on Instagram to help customers seamlessly purchase on the platform.

Instagram has a feature that enables customers to shop immediately. And it can also be used as a search platform now. With Instagram and its research capability, our brand can become a hub for a community of connected consumers with better, smoother experiences.”
YOSHIAKI OKABE, CHIEF BRAND OFFICER, BRAND SHISEIDO
A sit down with @shiseido

See our full interview with brand SHISEIDO’s Chief Brand Officer, Yoshiaki Okabe below. Follow their Instagram account @shiseido for more exciting updates to come!

BY: Instagram Business Team

San Francisco, CA