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AI Case Study

Shiseido, a Japanese cosmetics company, builds more complete and queryable customer profiles and segmentation using AI and natural language processing

Shiseido, a Japanese cosmetics company, has been embarking on a digital transformation to centralise customer data, omni-channel marketing automation and focusing the company around the customer journey. Using Salesforce Marketing Automation Cloud and Equals 3 'Lucy", they claim to have a much better customer profiling and segmentation through artificial intelligence and NLP.


Consumer Goods And Services

Personal And Household Goods

Project Overview

"Shiseido use Salesforce’s Marketing Cloud and Equals 3’s cognitive companion Lucy. Their Chief Digital Officer Alessio Rossi says, 'with these platforms, we are building a more complete view of who our customers are by aggregating and analyzing all the data fragments to build customer profiles that are more meaningful and actionable for us.'"

Reported Results

Building a more complete customer profile that is actionable.


Equals 3 claims "Lucy gets her smarts from IBM’s $4 billion super-cognitive computing platform Watson that beat Ken Jennings at Jeopardy. Watson's breakthrough skills in natural language processing and predictive analysis to now leading a knowledge revolution."



Marketing Research Planning


"Shiseido has its heritage in Japan and the fragrance market. Over the last 20 or so years, it’s been rapidly growing its brand base and global footprint into complementary areas such as skincare and make-up. The portfolio today includes US and global brands such as Nars, Dolce & Gabbana fragrance, bareMinerals, Laura Mercier and Zadig & Voltaire."

"Shiseido’s ambition is understanding the individual, moving away from clustering personas to applying data in such a way that it can identify and continue interactions seamlessly with a consumer when she shops across the portfolio of brands and different regions. It’s also about reducing the number of communications and building trust-based, longer lasting relationships with the consumer."

"Core to these efforts is having a single global customer data model. Rossi said his team worked to identify which attributes it wanted to focus on initially for each consumer, starting with 150 base points. These are used whenever a consumer can be identified for trigger-based campaigns and range from product engagement and location to channel preference."



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