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Reflecting Consumer Feedback

In order to realize medium-to-long-term strategy “VISION 2020,” Shiseido is promoting initiatives to internally report back the valuable feedback, including consultations and requests received from consumers, and utilize it for product development and service enhancement. By quickly detecting changes in consumers or society and reflecting these changes in corporate activities, Shiseido is gathering and analyzing consumer feedback information and working to share information throughout the company. In doing so, we are requesting that relevant departments respond to develop and revamp products, beauty information and service leading to the enhancement of the corporate value through the “consumer-focused perspective.”

Consumer Services: Action Policy

Shiseido Consumer Communication Center, established in 1968, celebrates its 50th anniversary in 2018. Since the beginning, it has offered sincere responses to inquiries and consultations from consumers and transmits information that can be further utilized by consumers. The center has been awarded three stars by HDI*-Japan’s Quality Ranking Monitoring for four years in a row since 2013. In 2016, we received five stars, the top ranking, in the HDI Five Star Quality Service certification, for the first time as a cosmetic company. We continuously offer sincere, face-to-face services to consumers and strive to provide more consumer-oriented assistance to gain patronage and boosts Shiseido's reputation for reliability.

*Established in the U.S. in 1989, HDI is the world's largest international organization for the IT support service industry. Many of the top 500 companies in the world listed in the U.S. financial magazine “Fortune” are members of HDI. A lot of companies are members of HDI-Japan, which performs the HDI Benchmarking assessment of the companies’ consumer help desks in order to improve support service levels.

Gathering and Sharing Consumer Feedback

In Japan, Shiseido gathers consumer feedback in various ways. Approximately 150,000 opinions and inquiries (about our products [68%], about shops carrying our products [18%]) are directed annually via toll-free numbers, e-mail and letters, and about 90,000 consumers provide feedback to Beauty Consultants that they came into contact with at the storefronts. Also, we receive consumers’ voices via SNS (Social Networking Services) such as Twitter, and blogs. We manage this consumer feedback in a centralized system and share it internally on intranet in order to utilize it for product development and value creation, thus improving consumer satisfaction.

Graph Gathering and Sharing Consumer Feedback

Specific Initiatives

The Shiseido Consumer Communication Center studies inquiry cases, provides training, and compiles and revises various manuals to provide sincere, quick, and correct responses to the opinions and inquiries from a wide variety of consumers. In 2017, it conducted workshops to promote a better understanding of how elderly consumers experience physical change and how they feel in general. The participants held a telephone simulation while wearing age simulation suits, which helped them imagine the condition of the consumer on the other end of the line. The purpose was to encourage our staff to engage in their activities while being more considerate toward consumers’ feelings. This has also been reflected in the “Manual for Consumer Service Staff,” which was revised in March 2018.
In addition, sharing the experiences from the workshops and feedback from elderly consumers with related departments has contributed to the development and improvement of products.

Collaborative Education Activities to Learn on Consumers’ Perspective

We also promote collaborative learning activities to gain a deep understanding of consumers' feelings related to daily use of cosmetics and their backgrounds, and to further improve our products and services.
Employees in various departments and positions, be it factory workers, sales representatives or Beauty Consultants, consider things from consumers’ perspective by listening to their voices and use it as an opportunity to review operations.

In 2017, we conducted “consumer feedback seminars” in which employees learned about the feedback received at the Shiseido Consumer Communication Center; we also provided e-learning training to all the employees. In addition, the Consumer Communication Center offers consumer feedback monitoring experience as needed. Every year, over 100 people take the opportunity, including corporate officers and audit & supervisory board members, employees at factories, laboratories, departments in charge of quality control, product development, marketing, sales, and affiliated companies.

Consumer feedback seminar at factories in Japan and overseas

Consumer feedback seminar at factories in Japan and overseas

System to Gather and Utilize Consumer Services and Consumer Feedback Information

Shiseido has enhanced its consumer feedback system, which had been in use since 1996, into one that can share and utilize consumer feedback information from all over the world, along with the globalization of the business. This system, named "Mirror*," was introduced within and outside of Japan in 2011. We are taking on the challenge of creating values for the Shiseido Group by enhancing our response to consultations and requests that come to consumer service centers throughout the world and gathering/analyzing consumer feedback information from all over the world in an efficient manner through the introduction of “Mirror.” “Mirror” is in operation in 20 countries and regions, including Japan.
In Japan, we are establishing an environment in which all employees can easily analyze/utilize the consumer feedback information, which has been accumulated in "Mirror," according to the objectives by linking the information with the text mining system "Focus" and visualizing consumer feedback. We also utilize an SNS listening system in order to reflect consumer feedback which is not normally directly delivered to the company to corporate activities.

*Mirror: The name implies our hope to review/reflect the actual state of Shiseido's activities through the "mirror" of consumer feedback.

System to gather/utilize consumer feedback information

Increasing Points of Contact with Various Consumers

Younger consumers are increasingly using SNS to find answers to their questions and concerns. In the light of such trend, we opened an official consumer helpdesk on Twitter in 2015 and at Yahoo! Chiebukuro in 2017. Moreover, we started a beauty consultation service with the chat feature of LINE, a new communication tool, in February 2018. Those are examples of our efforts to enhance consumer support focusing on the younger generation.
In addition, the frequently asked questions (FAQ) page on our website was renewed in October 2017.
We constantly improve consumers’ convenience to help them find quick and satisfactory solutions.

Product Manufacturing that Reflects Consumer Feedback

Kirei No Susume TsuyaTsuyaPurun Jelly
Notes on the package defined for comfortable drinking (2018)

To help users safely and easily open the cap, we enlarged the mark indicating the point to be held by the fingers when opening the cap and its explanatory note (Photo 1).

For those who prefer a softer texture, a friendly suggestion appears on the package being highlighted in enlarged, bold and underlined texts (Photo 2).

Responding to consumers’ requests, the package is being renewed starting from our new Kirei No Susume products (White Grape Flavor and Calorie Zero Pineapple Flavor) to be launched on March 21, 2018.

Kirei No Susume Tsuya Tsuya Purun Jelly

MAQuillAGE Dramatic Styling Eyes
Shades indicated on the bottom of the case (2017)

Feedback from our makeup item users includes voices such as “I want to know the color without opening the case” or “can’t distinguish from other items.” MAQuillAGE Dramatic Styling Eyes, a line of eyeshadow launched in August 2017, indicates its shades on the bottom of each case.

TSUBAKI Premium Repair Mask User-friendly Cap (2017)

TSUBAKI Premium Repair Mask, launched in September 2017, comes with a cap partially knurled on its side to be firmly yet easily gripped with wet hands.


Kirei No Susume TsuyaTsuyaPurun Jelly
Completing the lineup with Apple&Cherry flavor (2017)

Apple&Cherry flavor of the product launched as a limited edition in June 2016 was highly appraised by many consumers who found it delicious. Responding to the consumers' requests, we made it a regular flavor in the product lineup since March 2017.

Kirei No Susume TsuyaTsuyaPurun Jelly

Container renewal: light, easy to use, and eco-friendly (2017)

Bottle containers for AUSLESE, a male-oriented brand launched in 1980, were renewed in February 2017. We hope many more consumers will continue using the brand in the future. Bottle material has been changed from glass to plastic, making the product lighter, easier to use, and easier to dispose of after use. As a token of gratitude to our long-time users, we have increased the bottle contents by 10% without affecting the price.


MAQuillAGE Perfect Multi Base BB
"Natural": From limited edition to regular color (2016)

The "Natural" color of the product launched as a limited edition in August 2014 was well received, and many consumers gave feedback that it blended well with their skin tone. Responding to the consumers' requests, we made it a regular color in the product lineup since August 2016.


SEA BREEZE Deo & Water
Enhanced the caution label display for better understanding (2016)

In response to consumer feedback, such as “ SEA BREEZE Deo & Water spilled in my bag”, we have enhanced the caution label display.

“SEA BREEZE” Deo & Water

TSUBAKI Shampoo/conditioner (refill type)
Enhanced the design for easier differentiation (2016)

In order to make it easier to differentiate the “shampoo/conditioner (refill)”, we have changed the colors on top of the main body. With this change, users can differentiate the two at a glance.


MAQuillAGE Dramatic Mood Eyes
Developed a new internal package with a film, which indicates the use at a glance (2015)

We have enhanced the film included in the product to protect the mirror from eye shadow powder. In response to the concern regarding use, such as “I donʼt know how to apply the eye shadow”, and consumer feedback regarding user-friendliness, such as “I drop the film on top” and “I lose the film”, we included a film with illustrations of the use and also developed a package with the film attached to it so it would not fall from the compact. We used the design in Dramatic Mood Eyes, which was released in August of 2015.

“MAQuillAGE” Dramatic Mood Eyes
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