Mckinsey: How a cosmetics giant reaches Chinese consumers: An interview with Shiseido CEO Masahiko Uotani

China has become a critical growth engine for this global cosmetics powerhouse.

 
When Masahiko Uotani was chosen to help rescue iconic Japanese cosmetics brand Shiseido in 2014, he was the first outsider to run the company in its 147-year history. He quickly made his commitment clear, pledging to ensure Shiseido sustained its position as a great global company for decades to come.

Tasked with revitalizing a traditional brand that was struggling to adapt to rapid developments in the way young people in particular sourced and bought their skincare and makeup products, Uotani set about overhauling a rigid hierarchical structure that had impaired the company’s ability to stay in touch with consumers.

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