Shiseido has partnered with CEW partners, SoPost as their local digital sampling platform, to drive their UK product sampling strategy and market share.
Shiseido and SoPost’s partnership is built on SoPost’s global focus and local expertise, their experience working with leading brand groups and their unwavering commitment to innovation. Using their leading platform, the SoPost team will be helping to break down silos, while simultaneously tailoring strategies to each brand.
SoPost will be powering nine of Shiseido’s brands’ sampling strategies across social, direct-to-consumer and retailers in the UK market: Shiseido, Serge Lutens, Drunk Elephant, Narciso Rodriguez, Tory Burch, Ulé, Issey Miyake, NARS and Zadig & Voltaire. The objectives for Shiseido’s brands range from increasing brand awareness and cementing their position as innovative market leaders, evolving perception to be a premier brand, and elevating brand status in the UK.
This joint partnership is built on 4 key principles:
Global focus, local expertise
With Shiseido’s brands having varying degrees of brand awareness and perception in the UK market, Shiseido was attracted to SoPost’s leading position in the UK market, supported by global expertise, to tailor each brand’s UK product sampling strategy.
“It is always incredibly exciting when a brand group as prestigious as Shiseido chooses SoPost as their trusted partner. Being founded in the UK but with experience in 30 countries, we are uniquely positioned to help Shiseido run innovative and impactful sampling campaigns that grow their market share in the UK. We are so excited by this partnership and I cannot wait to see the impact that our best-in-class platform delivers for their teams” says Jonny Grubin, SoPost’s Founder & CEO
Saying goodbye to silos
Recognising the challenge of operating within organisations that have a diverse portfolio of brands, SoPost’s experience across global beauty houses enables them to break down silos and facilitate cohesive operations, ultimately driving maximum ROI and efficiencies.
“We’re thrilled to be joining forces with such an innovative and visionary partner for our UK digital sampling strategy. Working across many premium brands, it’s crucial for us to find synergies, efficiencies and economy of scale, whilst ensuring digital marketing activations enable us to connect with the consumer at relevant touch points through an integrated, seamless online/offline experience.
“SoPost allows us to build more sophisticated sampling strategies by leveraging their strong media and retail media network which is a key priority for our growth in the UKI market.
“We were immediately impressed by the SoPost team; especially their energy, collaboration and reactivity! We can’t wait to deliver best in class campaigns together for the year ahead.”
Angharad Jones, Senior E-Retail Partnership Manager, Shiseido UKI
Géraldine Jacquinot, UKI Marketing Director – Skincare, Shiseido UKI
Different brand, different approach.
Acknowledging the unique identity, maturity level and objectives of each of the nine brands, Shiseido has confidence in SoPost’s adaptable consultative approach, strong team expertise and product flexibility, ensuring each brand has a strategy set up to achieve its objectives.
Commitment to innovation
SoPost created the digital product sampling industry and has continually been first-to-market with innovative data-led sampling solutions that enable brands to engage their target consumers anywhere online. Recent exciting developments from SoPost range from their AI review summary tool to voice-activated sampling on Amazon Alexa and virtual try-on technology integrations. This aligns with Shiseido’s global focus on developing solutions that address their markets’ specific needs and proactively adapting their strategies with agility and speed.
