In an effort to bring in young, new customers, Shiseido – which is Japan’s leading cosmetics brand – plans to open a new beauty and health internet mall. The website will be called “Beauty Platform” (or BPF), although I’m sure that must sound catchier in Japanese.
The site is expected to launch in April of 2012 for Japanese consumers. It will feature a range of services, and implement technologies like web chats and video consultations.
But before the internet mall launches, Shiseido will also be making an effort to globalize, with e-commerce sites lined up for the US and in China.
Shiseido will likely find its ventures into the land of e-commerce far more lucrative than its other recent flirtations with technology. Last year’s augmented reality ‘tryvertising’ may have won the company some headlines, but I’m skeptical as to whether or not it translated into any significant sales.
I, for one, didn’t purchase any Shiseido make-up at all last year.
Photo: atword
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