Case Study: Shiseido achieves 20% in-store revenue lift per loyalty member and 38% YoY net income growth with Treasure Data

Shiseido applies Treasure Data to make up beautiful marketing

Shiseido, a top-10 global beauty brand preparing to celebrate its 150th anniversary, faced the challenge of uniting customer data spread across dozens of silos and modernizing its long-running loyalty program. To compete and stay relevant, the company needed to move beyond guess-based app communications and deliver one-to-one, segmented marketing that sends relevant, personalized offers to drive revenue growth.

Shiseido deployed Treasure Data’s enterprise CDP to centralize first‑party data, integrate third‑party DMP inputs, and create a single customer ID, enabling marketing to own the platform with minimal engineering overhead. Using models built from demographic, loyalty, channel and interest data, the team personalized app communications and offers—driving a 20% in-store revenue increase per loyalty member, an 11% overall revenue gain, and 38% year‑over‑year growth in net income.

Shiseido

Kenji Yoshimoto

Chief Analyst for Direct Marketing