Global content strategy

Delivering a global content strategy to attract and engage a millennial audience, achieving 2M social interactions over multiple handles.

The challenge

Connect to a new, much younger audience

We had to find a way to connect one of the world’s oldest and most respected luxury brands with a much younger audience. An audience that also often believed the brand was designed specifically for Asian skin, which meant many didn't typically opt for the skincare product range.

What we did

Create a space where east meets west

For Shiseido, we created an innovative and globally relevant content strategy to target millennials worldwide. Enter: Ginza Edit, a new online content destination.

A key component was to explore Shiseido’s rich heritage and authority in the beauty space to build the foundation of our content strategy. We developed three content pillars - inspire, evolve and educate - that would speak to and motivate Shiseido’s target audience, and solidify their reputation as the Japanese beauty brand.

Client Testimonial

Nic Tanner, Global Content Marketing Manager | Shiseido

“From the early strategy phases all the way through to ongoing planning and production, their beauty content is now live and translated in approximately 12 languages across the globe. iCrossing has been a great partner to me and the team at Shiseido HQ in Tokyo, not only showing a keen understanding of the beauty sector, but a great willingness to dive into the culture and history of our company to elevate our communications.”

A content destination like no other...

Delivering return on investment (ROI) at both a global and local market level.

As Shiseido's global content partner, we created the Ginza Edit; an online content destination to inspire and motivate both existing and potential customers. We produced over 200 articles and more than 250 photos and videos. We also designed and built the original blog platform and lead its recent redesign.


Social interactions over multiple handles


Words, over 10 stories a month at 600 words a story for 4 years


Blog articles created



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