MICRO-INFLUENCER PERCEPTION REPORT

Shiseido, Lancôme, and Estée Lauder Analysis

Report Overview

This report analyzes the perception of Shiseido, Lancôme, and Estée Lauder among micro-influencers (follower count <10,000) across Japan (JP), France (FR), and the United States (US). For each brand in every country, 20 influencers were surveyed. Results include demographic variables (age, gender, follower count) and survey questions on purchase drivers and other beauty brands purchased.

Coverage

Brands:Shiseido, Lancôme, Estée Lauder
Countries:JP, FR, US
Respondents per brand/country:20 influencers
Total respondents:180 influencers

Survey Questions

1What are the 3 main drivers to purchase products from this brand?
2How do you first hear about new product launches from this brand?
3Which other brands do you buy?
4How do you usually obtain products from this brand?
5Which product categories from this brand do you use most frequently?
6What type of collaboration with this brand would interest you the most?

Respondent Profile

Age Distribution

Gender Distribution

Follower Count

Shiseido and Estée Lauder customers prioritize product ingredients and performance, while Lancôme customers show the strongest bias toward brand reputation and heritage.

What are the 3 main drivers to purchase products from this brand?
Shiseido
Lancôme
Estée Lauder

Supporting Quotes

See sample transcripts

"They have this reputation for serious skincare. Kind of like the brand your older cousin or your boss uses — very professional, very reliable. Also, their performance is strong. When they say a serum does something, I usually see the effect."

Estée Lauder customer, Japan

"Brand reputation is number one. I feel like if I post Lancôme, my followers immediately think 'luxury, trustworthy.' Then performance: I need the product to actually do something visible."

Lancôme customer, Japan

"Ingredients for sure. Product performance too — I don't want to gamble on skincare. And yeah, the brand's heritage gives me confidence."

Shiseido customer, Japan

Social media ads and influencers are the primary channels for product launch awareness across all brands. In-store consultants show stronger influence in Japan and France, while brand official channels are consistently important across markets.

How do you first hear about new product launches from this brand?
Shiseido
Lancôme
Estée Lauder

Supporting Quotes

See sample transcripts

"Hmm… mostly social media ads and influencers reviewing them. But I also hear a bit from in-store consultants. In Japan, the staff are usually very knowledgeable and explain everything with so much detail."

Estée Lauder customer, Japan

"A mix: social media, especially Instagram, plus the brand's own newsletters and website. But honestly, in-store consultants play a big role too. They'll say, 'We have a new foundation, let me show you,' and suddenly I'm wearing it on half my face."

Lancôme customer, France

"Social media, 100%. Instagram, TikTok, YouTube shorts. I'll see an ad, then like two creators doing 'first impressions,' and that's how it lands on my radar."

Lancôme customer, United States

Across all markets, customers frequently cross-purchase between Shiseido, Lancôme, and Estée Lauder, while Dior, Chanel, and Clinique remain the leading external alternatives.

Which other brands do you buy?
Shiseido
Lancôme
Estée Lauder

Supporting Quotes

See sample transcripts

"Lancôme, Shiseido, Dior, and Clinique. Sometimes SK-II, but only when I feel like investing in something strong."

Estée Lauder customer, Japan

"Dior, Chanel, and Estée Lauder for makeup and fragrance. For skincare, I mix in Shiseido, Clarins, and La Roche-Posay. And there's always a bit of Kiehl's somewhere in my routine as well."

Lancôme customer, France

"Clinique, Shiseido, Lancôme, Dior, Kiehl's, La Roche-Posay… I like mixing luxury with practical brands depending on what my skin needs."

Estée Lauder customer, United States

Online shopping dominates across all markets, with brand-owned stores showing stronger presence in home markets. Brand gifting and seeding programs remain minimal across all brands.

How do you usually obtain products from this brand?
Shiseido
Lancôme
Estée Lauder

Supporting Quotes

See sample transcripts

"Mostly online, but if it's a foundation, I sometimes go in-store first to check the shade. For everything else, online is easiest."

Estée Lauder customer, Japan

"I love going to the brand boutique or the department store corner. The experience feels special, and I get advice on shades or textures. But I also order online when I'm restocking something I already know works for me."

Lancôme customer, France

"Always online. Literally always. I think the last time I bought something in-store was pre-pandemic."

Shiseido customer, United States

Skincare dominates usage across all three brands, with Shiseido showing the strongest sun care adoption. Lancôme and Estée Lauder customers show higher engagement with makeup and fragrance categories.

Which product categories from this brand do you use most frequently?
Shiseido
Lancôme
Estée Lauder

Supporting Quotes

See sample transcripts

"Skincare and makeup, mostly. I still use the serum, and I also use a foundation from them that sits really well on camera. Their fragrance line is nice too, but I rotate that more."

Estée Lauder customer, Japan

"Makeup and fragrance, 100%. I use skincare too, but if you open my bathroom cabinet, you'll see a lot of lipsticks, mascara, and at least two perfumes from Lancôme. It's very much a 'color and scent' brand for me."

Lancôme customer, France

"Skincare and sun care. Makeup not as much — although I do like some of their foundations. But sunscreen is the big one for me."

Shiseido customer, United States

Long-term ambassadorship and paid posts are the most sought-after collaboration types across all brands. Early access to new launches and co-creation opportunities show strong interest, particularly for Estée Lauder. Product gifting remains popular as an entry-level collaboration option.

What type of collaboration with this brand would interest you the most?
Shiseido
Lancôme
Estée Lauder

Supporting Quotes

See sample transcripts

"I'd love a collaboration where I can talk deeply about product benefits — like a skincare series showing real progress. Paid posts are important, but I'd also enjoy co-creation opportunities around educational content."

Estée Lauder customer, Japan

"Long-term ambassadorship. I'd love to be part of a group of smaller creators that they work with regularly, not just once. Paid posts are important for me because creating content takes a lot of time, but I'm also very interested in being invited to brand events."

Lancôme customer, Japan

"Something ongoing. Not just a one-off. And something where I don't have to pretend — I want room to be honest. Also: early access to sun care launches. PLEASE. It would make my whole year."

Shiseido customer, United States