Japanese brand SHISEIDO unveiled its Ultimune Studio: Lisa’s Backstage activation to promote its Ultimune serum in Bangkok, Thailand on July 3, in one of its biggest events in Asia outside Tokyo. The event centered on the brand’s ambassador and Thai superstar Lalisa Manobal (otherwise known as Lisa) from K-pop band Blackpink, with SHISEIDO creating an installation at shopping center Central World in the city centered on the star’s backstage beauty rituals.
It was the occasion for BW Confidential to catch up with Shiseido Asia Pacific (APAC) President and CEO Nicole Tan (her watch includes Southeast Asia, Korea, Australia and India) to find out about the brand’s ambitions in the region and its strategy for reaching young consumers.
Why choose Bangkok for such a big event?
I think this is the largest event we’ve ever done with SHISEIDO outside Tokyo. We held other large-scale launches before—including the launch of Vital Perfection in Bangkok two years ago—but this time we have amplified it. There were several factors for choosing Thailand. The country is important for us in the region, is a major regional tourism hub, and is the largest beauty market in Southeast Asia, so from a market perspective, it is absolutely critical. At the same time, Shiseido has been the top prestige skincare brand in Thailand since 2021—we continued to hold that position in the first quarter of this year. When you bring all of that together—and of course, the cherry on top is that Lisa is Thai—it made perfect sense.
Alongside the launch, we created ‘Lisa’s Backstage’, an experiential space where consumers could have insights into her beauty rituals, understand the products and discover more about the brand. It is a significant step towards building a deeper connection with consumers, beyond simply selling a product.
What motivated your choice of Lisa as ambassador and what is the focus of your digital strategy?
Consumers today can tell the difference between content that feels genuinely organic and something that does not. When the ambassador’s story, beliefs and philosophy naturally align with the brand, it creates a much stronger connection and The Ultimune Studio, which includes Lisa’s Backstage, reflects that. That kind of authenticity makes a real difference because consumers are looking for connections that feel meaningful, not just marketing messages.
We are moving to where consumers already are. If you look at how people consume content today, a significant number has moved to digital platforms and that means brands need to evolve and find different ways to engage with consumers. The important thing is that the engagement remains authentic. The platform may change, but the need to build trust and relevance with consumers remains the same.
What is driving your APAC business currently?
APAC continues to be an important growth engine for us. Thailand is a major market, South Korea remains significant and Taiwan continues to be strategically important—it was the first affiliate that the company opened outside Japan.
Beyond individual markets, we are also seeing broader changes in consumer behavior. Consumers are entering the beauty category at a younger age and adopting more sophisticated routines earlier than before. Our challenge is to attract these new consumers while continuing to engage those who have been with us for many years. We don’t develop products simply to target a younger age group, but continue to innovate and evolve in a way that allows us to remain relevant across generations.
What changes do you see in consumer preferences in APAC?
Skincare remains the biggest category across APAC, but more recently we have seen make-up growing slightly faster than skincare. Base make-up continues to perform strongly, particularly foundation. SHISEIDO’s Revitalessence Skin Glow Foundation has built strong momentum and is among the top liquid foundations in Korea, which is a highly competitive market. NARS has also continued to perform well, and we have seen strong growth in categories such as lips and blush. Fragrance is another area where we have seen strong momentum. Issey Miyake and Narciso Rodriguez are performing well across the region, with the new launches doing very well.
The Elixir brand has also been growing strongly in Southeast Asia. What is driving that?
Elixir has become an important growth opportunity for us, particularly in Southeast Asia. Initially, we focused on department stores to build awareness, especially among consumers who were already shopping in those channels. Over the past year, we have accelerated expansion into broader retail distribution, and the growth has been exponential. The brand has resonated because it offers a strong balance between technology, product benefits, claims and affordability. Thailand has been one of the markets where we have seen particularly strong success for Elixir.
APAC continues to be an important growth engine for us. Thailand is a major market, South Korea remains significant and Taiwan continues to be strategically important
Shiseido Asia Pacific President and CEO Nicole Tan
How do you see the Indian beauty market evolving?
Over the past few years, we have seen many brands enter India, while existing brands have also stepped up their investments. The growth of organized retail has made premium beauty brands more accessible to consumers. At the same time, the entire digital ecosystem—not just e-commerce—has democratized information and allowed consumers to discover and understand brands in a completely different way. The market will continue to develop, and we see tremendous potential there.
Is that why you are strengthening Shiseido’s presence in India with a relaunch?
I would not call it a relaunch. We have been in India for 25 years and SHISEIDO is a brand that many Indian consumers have grown up with and are familiar with. The real transformation began in 2023 when we appointed Tamannaah Bhatia as our brand ambassador. That was a recognition that the Indian market had evolved significantly, both in terms of consumers and the retail environment. India is one of the few markets where we have a local brand ambassador, and that reflects both the market’s potential and its uniqueness.
While e-commerce has grown rapidly, the retail experience continues to play an important role in how consumers discover and experience premium beauty brands.
You have recently changed distribution partners in India. What does that mean for the brand?
We have transitioned to GSSBB [Shoppers Stop’s global beauty distribution arm, Global SS Beauty Brands Limited], with whom we have already built a strong partnership for NARS in India. We believe they are well positioned to help us take SHISEIDO into the next phase of growth. We have had a long and valued partnership with Baccarose over the past 20 years, and we appreciate everything we achieved together. But markets evolve, and we constantly evaluate how we can accelerate the brand and strengthen relevance with consumers. At this stage, we believe GSSBB is the right partner for the next chapter.
How can you grow in a market as competitive as South Korea?
It is true that growing in a market where K-beauty is so strong is a challenge. But ultimately, it comes down to knowing who you are as a brand. SHISEIDO has 150 years of heritage, backed by science and research and development. Our role is to take all of that and turn it into innovations that are relevant today, then communicate them in a way that resonates with consumers. The clarity helps.
It is important not to become distracted or concerned by what others are doing because that is something we cannot control. We focus on what we can control: staying true to our strengths and continuing to innovate.
SHISEIDO’s Bangkok moment
SHISEIDO billed the Ultimune Studio: Lisa’s Backstage activation at the Central World shopping center in Bangkok as a celebration of the brand’s connection with Asian consumers. The nine-day activation for the Ultimune serum (which first launched in 2014 and whose fourth-generation iteration was released last year) aimed to create a multi‑sensory journey inspired by Ultimune’s philosophy of ‘fast-slow-free’ (which it translates as fast action, slowing the skin cycle of aging and freedom from age).
The event was fronted by the brand’s ambassador and Thai superstar Lalisa Manobal (otherwise known as Lisa) from K pop band Blackpink and welcomed crowds of the musician’s fans and beauty enthusiasts. Also attending were Shiseido representatives and spokespeople from other markets, including the brand’s India ambassador Tamannaah Bhatia.
During the event, Lisa talked about her beauty rituals and key moments for her this year, including her experiences at Coachella Valley Music and Arts Festival, the Met Gala and the opening performance at the 2026 FIFA World Cup, as well as about being the first K-pop star to perform at the Golden Globes.
Shiseido also collaborated with Osaka-born graphic artist Verdy to create a panda-rabbit character for the launch.
Shopping center Central Group played an important role as a partner in bringing the event to Bangkok. Tapida Norpanlob, Omnichannel Merchandising Director at Central Retail told BW Confidential that SHISEIDO is among the top brands for the retail group in prestige skincare. “In Thailand, beauty is our strongest category and the past five years have shown strong growth in terms of prestige beauty. Prestige brands are doing very well, with skincare as the top seller. Legacy brands are coming up with new ways of talking to the customer, such as activations, pop-ups and activities focused on Gen Z and young consumers,” she said. “It’s a partnership with the brands. Lisa has brought the world’s attention to Ultimune, so it’s been an excellent event.”