Shiseido Boosts Beauty Marketing

Shiseido Americas Corp. has bolstered its internal brand marketing capabilities by acquiring JWALK, a full-service creative agency. 

 

Since its founding in 2010 by Doug Jacob, Michael Lastoria and Charlie Walk, JWALK has striven for purpose-driven creative design, providing brand building and digital communication for lifestyle-driven brands across the beauty, fashion, hospitality, spirits and consumer packaged goods industries.

The acquisition is expected to elevate Shiseido’s creative capabilities and speed, and is consistent with the company’s Vision 2020 goal of accelerating brand growth through effective digital strategies and consumer-oriented marketing.

"Creative excellence is at the core of consumer communication and is key to building the value of our prestige brands,” said Masahiko Uotani, chief executive officer of Shiseido Group. “I am convinced that JWALK will add significant intangible value and capabilities to our marketing efforts, especially in leveraging their digital communication expertise."

JWALK has a long-standing relationship with Shiseido, having worked with the company for the last four years, particularly on the bareMinerals and Buxom brands.

As an integrated part of Shiseido Americas, JWALK will work hand-in-hand with Shiseido’s brand teams, playing a role in the entire creative process, from strategy to execution, and from concept to delivery. 

“This acquisition immediately sets Shiseido apart from the traditional approach to beauty marketing and how companies like ours approach creative excellence," said Marc Rey, CEO of Shiseido Americas. 

Jacob will serve as chief creative director of Shiseido Americas. He will report to Jill Scalamandre, president of Shiseido’s Global Makeup Center of Excellence.

Shiseido Americas Corp. is the regional headquarters for Tokyo-based Shiseido Company, which ranked 70th on CGT's list of Top 100 Consumer Goods Companies for 2016.