Shiseido earned a middle-of-the-road score of 4 out of 10 on UnDigital’s Unboxing Guidelines. While the Japanese beauty leader has a captivating brand story and 150-year history, none of this is conveyed in the somewhat lackluster unboxing experience.
The packaging was bland, and the company failed to provide any personalized marketing content, a CTA, or any engaging details of their brand story. However, Shiseido did include two samples related to the product ordered, demonstrating some awareness of the need for personalization.
We reviewed Shiseido’s package using our 10-point Unboxing Experience Guidelines for Brands. UnDigital designed this unweighted system based on research carried out across millions of DTC packages.
Shiseido had an opportunity to earn a maximum of 10 points. Our point system is divided into two categories: Personalization and Presentation. Each category is worth five points; categories in the Personalization rubric can be assigned either 1 or 0 points, and those in the Presentation rubric can be assigned either 1, 0.5, or 0 points.
Here’s how Shiseido performed.
Shiseido only included the customer's name on the package itself and the return label. To earn a point here, the brand needed to include the customer's name on some kind of supplemental marketing content, such as a letter or postcard within the box.
According to HubSpot, 99% of marketers agree that personalization is key to generating exceptional campaign results. However, less than 1% of marketers apply personalization to their unboxing strategy.
Shiseido failed to include any complementary product information in their packaging. If you want to maximize this touchpoint, it isn't enough to simply drop items in a box and hope for the best.
The unboxing experience is the perfect place to deliver loyalty-building information about:
Your customers will be more likely to reorder if you teach them about the benefits and background of your products so be sure to think of new ways you can implement this.
This is another area where we would have liked to see more effort on Shiseido’s part. Specifically, the company should have included some supplemental marketing materials or information tailored to the customer’s preferences.
Fortunately, the brand salvaged a point in this category by including two free samples with the ordered item. The samples fell into the same category of beauty products, indicating that the beauty provider is aware of the need for personalization to some degree.
The unboxing experience is the perfect time to deliver a call-to-action (CTA) — the customer has just received their order and is excited to interact with the brand. Shiseido let this opportunity fall by the wayside by failing to deliver any CTA, and that's a costly decision because it lets endless engagement opprotunities fall through the cracks.
Every unboxing experience needs an explicit CTA, whether it’s a prompt asking the customer to sign up for a newsletter or a coupon encouraging them to place another order. CTAs serve to boost revenue and capitalize on the customer’s excitement. While Shiseido didn't have the clarity to include one, we certainly do. Here's an example of what an explicit call to action looks like when you tailor it to an audience. For instance, we know you're here learning about Unboxing Marketing, so we've included a link to our free eguide and a button that tells you (explicitly) to "get your free eguide."
Shiseido has an impressive history that spans 150 years, but you wouldn’t know that from their unboxing experience. The product box itself features minimal text and conveys virtually nothing about the brand. The same goes for the two samples.
Other than the return shipping label and some packing paper, there’s nothing else in the box. Throwing in a simple card with a brief summary of the brand’s story is a great way to connect with customers at a deeper level. Another lost opportunity.
To be memorable, brands must incorporate their identity into multiple packaging components. Shiseido largely missed out on this chance as well. However, it received half a point for including two free samples, both of which are in brightly-colored, branded pouches.
If the company had included personalized branding elements, it would have increased the chances of a second order by as much as 80%. Failing to brand the package doesn’t just diminish the unboxing experience but also costs Shiseido revenue.
Shiseido did have a few bright spots during the unboxing experience. In terms of cleanliness, the ordered item’s package and the bonus sample packs nailed it. They’re aesthetically pleasing and reflective of a legitimate high-end beauty brand.
The outer box was also clean and free from any apparent damage. While Shiseido chose the most boring packaging possible, it was at least clean.
Shiseido demonstrated its financial savvy by choosing the ideal size box for the order. There was a reasonable amount of packing paper, and the item fit perfectly within the box. There was no wasted space, which helped keep the company’s shipping costs in check.
While Shiseido didn’t go overboard with packing paper, it’s important to note that consumers don’t want to deal with a bunch of excess garbage like paper, peanuts, or bubble wrap. Sustainability is a key factor for 60% of consumers, which means Shiseido needs to further refine its packaging process so it can appeal to environmentally conscious buyers.
When it comes to returns, Shiseido offers a simple yet forward-thinking approach. The company includes a return shipping label with every package, which removes any friction from the return process and helps customers avoid the hassle of scanning and printing their own labels.
While we were happy to see the return label included, it wasn’t enough to salvage the overall unboxing experience.
At UnDigital, one of the most important questions we ask is, “Will this unboxing experience delight consumers?” In Shiseido’s case, the answer is “not quite.” While the beauty brand provided clean, crisp packaging, made good use of space, and included free samples, there’s ample room for improvement.
The company earned a 0 in this category, even though it worked to make returns simple and didn’t do anything particularly offensive in terms of product packaging. Shiseido just missed out on too many opportunities to deliver a more personalized and engaging experience that would differentiate it from competitors.
At UnDigital, we’re passionate about reimagining unboxing experiences to make them more exciting and relevant to consumers.
While Shiseido has an excellent reputation and high-quality products, the unboxing experience itself left much to be desired, especially in regards to personalization. By correcting these shortcomings, the company can better connect with its target audience and nurture feelings of brand loyalty.
Make sure to explore our unboxing guidelines to learn more about how to boost revenue through modern unboxing marketing strategies.
