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.

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.”

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.

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.

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!