Shiseido’s Sekine Says Counselors With IPads to Help Boost Sales

Chikako Sekine, corporate officer in charge of beauty consultants at Shiseido Co. (4911), comments on the company’s plan to eventually use more than a thousand Apple Inc. (AAPL) iPads to its counselors to help sell cosmetics.

Sekine spoke in an interview on July 18 in Tokyo.

On where the iPad’s will be used:

“We will do an experimental introduction of 100 iPads in Europe and 50 in Asia from August. And we plan to introduce them worldwide outside of Japan from April 2013.”

On how the devices will be used:

“IPads allow customers to visually see a change through movies, such as differences in skin color. There are other makers that have introduced iPads. However, they are often just for showing movies or self-counseling. This will probably be the first time beauty consultants use iPads as an assistant tool for counseling.”

On the expected benefits:

“It will improve the levels of beauty consultants. Overseas business has a relatively higher turnover rate than domestic. If there is a high turnover rate, there will be a difference in services even if given education. IPads will average out the levels of beauty consultants as well as produce a cost merit by becoming more paperless”

To contact the reporter on this story: Yuki Yamaguchi in Tokyo at

To contact the editors responsible for this story: Anjali Cordeiro at;

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