How Shiseido innovates consumer engagement with next-gen customers

Atalia Chua

With the consumer journey constantly facing disruption, participants at Futr Asia 2022 heard how brands can stay ahead of this disruption.

Consumer engagement cannot remain stagnant – it constantly needs to be innovated, Juliana Chu, Shiseido’s Vice President of Digital and E-commerce for Asia Pacific, said at the recent Futr Asia 2022 conference.

Speaking on “Loyalty building with next-gen consumers and engagement – the Shiseido way”, Chu said it is important because “the consumer journey is forever being disrupted and we need to catch up to (meet) this disruption”.

Using innovations is the bedrock of her organisation.

“It is in the core of our DNA. We innovate not just in product development, research and development but also in the way that...

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