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Japanese cosmetics brand, Shiseido, tests its unpaid YouTube series

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Shiseido, a Japanese cosmetic brand, is currently experimenting with its unpaid YouTube series. The brand aims to eventually develop a paid strategic plan that would be implemented in its 24-episode YouTube original series. The VP of integrated marketing strategy and consumer engagement at Shiseido, Jessie Dawes, said that the brand is testing this approach to explore the momentum of videos posted without paid ads. She added that Shiseido would put promotional ads by the end of 2022 so that the ad expenditures can focus on YouTube’s TrueView ad platform and prompt customers to visit Shiseido’s online website. Surprisingly, the company’s efforts are paying off quite well until now.

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Consumer Goods industry will surpass $15T globally by 2025. However the old business model of mass distribution is about to become obsolete. Digital Transformation, Millennials and Gen Z effect, Direct to Consumer and Post-Covid World are going to reshape the winning formula for the new era CG industry. Our weekly newsletter covers global innovations and disruptions in CG industry.

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