Shiseido is a multinational cosmetics company based out of Tokyo. It operates around Asia, Africa, Europe, the Middle East, and the Americas from Canada to Argentina.
It markets a broad range of products as well as styling tips, digital tools, treatment recommendations, and even an elearning platform.
And it markets them across pretty much the entire world, which means that they must speak the multiple language of their customers and wrap their words in the right cultural context.
Yet in order to achieve this, they lacked the digital platform, a centralized solution for managing its content efficiently. It was a laborious and costly process that involved multiple partners and vendors.
This used to lead to inconsistencies in brand voice across its markets.
So, Shiseido sought after a unified platform that could centralize content that could be reusable to deliver more consistent brand messaging across multiple digital channels.
The ultimate goal was to accelerate site traffic, engagement, and as a result, revenue.
The decision was to implement the content management system of Contentful.
“Part of creating impactful customer experiences is the need for an agile content management solution,” said Anthony Baker, tech director at the agency that Shiseido partnered with. “And we’ve found Contentful to be the right partner for us.”
Marketers over at Shiseido and other creatives can now collaborate more easily in creating, publishing, and updating content – all without the total reliance on external help.
It has cut down on content development costs by close to 50% with publication now taking minutes rather than weeks to complete – whether it’s a blog article, social media post, or updates to its apps, in any of the 8 languages that it communicates in with its customers.
“In the first week,” added Anthony, “we created a proof of concept replicating some of Shiseido’s web experiences, and demonstrated how, with Contentful, the content could be easily edited and published in 30 seconds.”
They began small and measured the performance before scaling upwards across its markets around the world.
For agencies that work with content management systems, Contentful can provide key advantages. “We were able to create proofs of concept that demonstrated the value and benefits, and that were vital to getting project approvals,” said Anthony.
“We believe that lean, open and modular technologies are critical for future digital success. Contentful proved able to deliver best-in-class disruptive content infrastructure solutions that fit our architecture and experience principles.”