Background: Tackling counseling for the Internet Age
The history of Shiseido, which celebrated its 140th anniversary in 2014, is also the history of one-on-one counseling with the customer.
The company started as a dispensing pharmacy soon after the Meiji Restoration in 1872. The pharmacist chats with customers and checks their complexion and condition before handing over the medicine. Even when Shiseido moved into cosmetics in 1934, specialist beauticians gained the trust of their female customers by providing one-on-one counseling during which they discussed their skin conditions or skin problems and then recommended suitable beauty products. They may be called beauty consultants nowadays, but they have inherited the same spirit of providing women with friendly support as "evangelists of beauty" and wanting to make them more beautiful.
With the number of women obtaining information from the Internet increasing rapidly as we enter the 21st century, Shiseido decided to launch online counseling. Naturally, the new online service would have to provide the same quality of one-on-one counseling that had been cultivated over many years.