IBM MobileFirst Solutions IBM Systems Retail One of the world’s leading cosmetics firms, Shiseido Co., Ltd. aims to create beauty and wellness. It operates multi-branded businesses in Europe, the United States and Asia. The T okyo-based company employs some 46,000 people. Helping consultants create beauty and wellness Shiseido sells products with the help of 22,000 independent customer- facing Beauty Consultants (BCs), department store employees who work at Shiseido cosmetics counters. The company has been supporting BCs’ work with technology for nearly 30 years and began exploring mobility early on. T o advance mobile innovation and offer better tools for customer engagement, product feedback and teamwork, Shiseido wanted to equip BCs with Apple iPad “Beauty T ablets,” which requi

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