Specimen SPEC-021 · beauty · global
Shiseido
Making a prestige brand feel native in a market that had never met it.
Selected work — GTM & Market Expansion
GTMMARKET EXPANSION
Fig. A — Sequencethe genes we worked on
What we selected for at Shiseido
Narrativehow you spread
Re-telling a prestige-beauty story so it read as native rather than translated — luxury means different things on different shelves, and the story has to know the difference.
Adaptationhow you survive
Adjusting the entry motion to each market's rituals and retail structure instead of forcing one playbook across borders.
Identitywho you are
Holding the core brand identity steady while letting its expression flex per region — recognizably the same brand, fluently local.
Fig. B — Expand the sequencefrom the journal