Case Study: Shiseido Hong Kong achieves 148% uplift in lifecycle programs with Emarsys AI-driven personalization

Leading Beauty Brand Gets Closer to Customers with Personalization Using Ai Marketing for Optimal Segmentation

Shiseido Hong Kong, part of the global Shiseido group, needed to move beyond mass “batch-and-blast” messaging to deliver truly personalized experiences across multiple prestige brands. Lacking scalable data analysis and brand-level segmentation, the team struggled to identify which customers and channels drove engagement and sales, and found manual lifecycle programs too time-consuming to execute effectively.

Partnering with Emarsys, Shiseido HK used AI-driven Smart Insight, Automation Center and CRM Ads to clean and analyze customer data, segment audiences by brand, and automate lifecycle campaigns. The platform enabled over 100 automated programs and 1,000 ad hoc SMS/email sends, driving a 148% uplift in lifecycle and ad hoc performance, 17.5% of samples converted to purchase, and a 10% increase in first-time-to-recurring customer conversion.

Shiseido Hong Kong

Morgan Tan

President