Shiseido Company, Limited is blending beauty and innovation
Shiseido, NARS, and bareMinerals illustrate the company’s dual strength: heritage in skincare science and leadership in modern beauty.
Performance
Shiseido Company ranks fifteenth among brand families. The company has shown improvement across all archetypes, with ritual as its most dominant, ranking third overall. Scores for the bonding and fusing stages of Brand Intimacy have also increased since the last study.
Data was sourced from our most recent Brand Intimacy Study. To be ranked as a brand family, conglomerates needed at least 3 portfolio brands in our study. See Brand Family Methodology.
Head to Head
As in our previous study, The Estée Lauder Companies, Inc. continues to outperform Shiseido. Estée Lauder’s strong performance reflects its global brand presence and innovative product portfolio. Shiseido ranks higher in the identity archetype, but Estée Lauder leads across the fulfillment, ritual, nostalgia, and indulgence archetypes and two stages of Brand Intimacy: sharing and bonding.