We use our own and third-party cookies to optimize your experience on this site, including to maintain user sessions. Without these cookies our site will not function well. If you continue browsing our site we take that to mean that you understand and accept how we use the cookies. If you wish to decline our cookies we will redirect you to Google.
Already have an account? Sign in.

 Remember Me | Forgot Your Password?

Shiseido Canada Is Joining The DTC Beauty Wave

November 7, 2018: 12:00 AM EST
The Canadian arm of Japanese beauty company Shiseido is launching a direct-to-consumer business next year, building on the company’s DTC experience in the US over a number of years. The aim is to improve brand loyalty and get access to consumer data. The decision comes as research from IAB concludes that legacy beauty brands are missing opportunities by lagging their startup rivals in using DTC models. Beauty is also seen as a category in which consumers are relatively comfortable about buying online, and a number of large companies, including L’Oréal and Unilever, have been active in acquiring DTC beauty startups to acquire expertise and perspectives relevant for today’s beauty shopper. Many of the new digital brands are focused on social media, partly because they lack the big media budgets of some of the larger incumbents, but also because beauty is a very social category. Personalization is another aspect of beauty that startups have been able to teach larger beauty companies. [Image Credit: © SHISEIDO CO., LTD]
Megan Haynes, "Long live the (digital) beauty regime", Strategy Online (Canada), November 07, 2018, © Brunico Communications Ltd
North America
Companies, Organizations
Marketing & Advertising
Products & Brands
Developed by Yuri Ingultsov Software Lab.