Our work
  • Content marketing
  • Strategic consulting

Global content strategy

The challenge

Connect to a new, much younger audience

Find a way to connect one of the world’s oldest and most respected luxury brands with a much younger audience. An audience who also often believed the brand was only for Asian skin and would therefore not typically opt for their range of skincare products.


What we did

Creating a space where east meets west

For Shiseido, we created an innovative and globally relevant content strategy to target millennials worldwide - the end result is GINZA EDIT; an online content destination. A key component was to explore Shiseido’s rich heritage and authority in the beauty space to build the foundation of our content strategy where we developed three content pillars - inspire, evolve and educate - that would speak to and motivate Shiseido’s target audience, and solidify their reputation as the Japanese Beauty brand.


“From the early strategy phases all the way through to ongoing planning and production, their beauty content is now live and translated in approximately 12 languages across the globe. Mediablaze has been a great partner to me and the team at Shiseodo HQ in Tokyo, not only showing a keen understanding of the beauty sector, but a great willingness to dive into the culture and history of our company to elevate our communications.”

Nic Tanner
Global Content Marketing Manager

The results

A content destination like no other

Delivering ROI at both a global and local market level. As Shiseido's global content partner we created the Ginza Edit; an online content destination to inspire and motivate both existing and potential customers. We produced over 200 articles and more than 250 photos and videos. Moreover we designed and built the original blog platform and are responsible for its recent redesign.


Social interactions over multiple handles


Words over 10 stories a month at 600 words a story for 4 years

> 500

Blog articles created

Supporting Insights.

Suzanne Scott

During the pandemic the beauty industry stands to learn many lessons

Build a globally relevant content strategy

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