Shiseido, Japan’s leading cosmetics maker, is developing a new business model on its home-market, with the aim to generate demand not only through the sales of cosmetic products but also through new beauty care experiences and services.

In the context of a stagnant mature cosmetics market and a declining population, Shiseido is also seeking to expand its opportunities to get in touch with new customers. Therefore, the Japanese cosmetics giant will develop a specific web marketing strategy while taking full advantage of its network of brick-and-mortar stores as well as of the Camellia Club, the company’s loyalty program that comprised 5.58 million members in 2009.

Specifically seeking to attract more new customers, in particular generations in their teens and 20s, who are heavy Internet users but have a weak connection with Shiseido’s brands, the company will set up a new beauty and health website that will be called “Beauty Platform.” The site will include a virtual shopping mall and offer numerous services besides cosmetic products. Shiseido will even invite other companies, including non-cosmetics businesses to open their shop in this mall. Information on cosmetic products and how to use them will be provided using all communication means, including telephone, web chats and video consultations. Some services will be provided 24 hours a day, 365 days a year.

The dramatic development of the Internet use among the young generations in Japan has boosted online sales, including cosmetics sales, and the huge expansion of online orders is forecasted to progress further with the increasing popularity of smart phones and tablet devices such as the iPad.