Product Innovation at Shiseido

Led comprehensive field research in Japan to uncover latent attitudes, behaviors, and preferences in beauty and cosmetics for Shiseido. Combined ethnographies, trend analysis, focus groups, and statistical modeling to surface actionable insights grounded in cultural nuance and consumer data.

Identified three high-potential market opportunities—organic, cosmeceuticals, and natural essences—and developed tailored product lines to address unmet needs. Designed a tiered pricing strategy informed by perceived value and willingness-to-pay analysis, balancing profitability with market penetration.

This data-driven portfolio expansion positioned Shiseido to capture new segments and drive growth through culturally resonant and optimally priced product innovations.