The Interview in partnership with CEW: Jane Harper, UK Communications & Digital Engagement Director, Shiseido Group

In this exclusive interview series in partnership with CEW, we'll feature one of CEW UK's executive board members, to gain insights into their careers and views on what being a business leader in today's beauty industry means to them.

Jane Harper is a seasoned communications specialist who has built a career at industry names like Kilpatrick PR and The Communications Store. In 2020, she took on the role of Communications & Digital Engagement Director at Shiseido Group.

Over the past five years, Harper has led communications for several of the group’s powerhouse brands in the UK, including NARS, Shiseido, Clé de Peau Beauté, and Drunk Elephant. Her role sees her overseeing public relations, shaping brand narratives, and driving engagement across diverse audiences.

In an exclusive interview with TheIndustry.beauty, Harper discusses how she aligns Shiseido Group’s UK communications strategy with the brand’s global vision - while ensuring it remains relevant and impactful on a local level. She also discusses her approach to creating memorable brand experiences, the essential elements behind successful campaigns, the metrics that matter most, and more.

Have you always had an interest in the beauty industry? Why does it appeal to you and why did you want to work within it? 

I’ve always been obsessed with beauty and I feel lucky every day to work in an industry as dynamic and vibrant as the beauty industry. Even today, surrounded by products, I still get excited about the quest for the perfect nude lipstick or the latest skincare launch.

Beauty is a powerful medium for self-expression, it boosts confidence, fosters creativity, and can help take the edge off a long day. Working at Shiseido, with the incredible portfolio of brands and people first culture, is a dream come true for me. 

CEW UK promotes the British beauty industry, why is this important? What do you think sets the British beauty industry apart from other markets worldwide?

CEW is one of the biggest advocates for the British beauty industry and has been doing so for many years. It plays a crucial role in bringing together the beauty community, championing UK brands, organisations and people.  

The British beauty industry is of huge importance to the UK economy, contributing over £30 billion each year, not to mention employing nearly half a million people. It’s incredibly dynamic.  Our retail landscape is very unique, with many different retailers and players in the market, whether it’s bricks and mortar or e-commerce. The acceleration in e-commerce in the UK has driven competition among retailers to provide seamless omnichannel experiences, integrating both physical and digital touchpoints - from immersive stores, to edutainment and incorporating elements like gaming, VR and AR. It’s an exciting time for beauty brands.  

We’ve seen the rise of beauty pop-ups as destinations for product discovery and I think the UK is leading the trend here. 

Why did you join CEW UK? Do you have any highlight moments from being part of this?

I joined CEW UK many years ago and have met many incredible people over this time, from brand founders and retailers to press, PRs and digital experts. CEW UK offers a unique platform to learn, connect, and grow within the beauty industry and it has certainly helped shape my career. A highlight was the latest Digital Innovation Summit, which was incredibly insightful, delving into the power of AI, personalisation and the creator economy, topics which are at the forefront of our industry right now. The networking opportunities are always productive, I always leave with numerous new contacts! 

What do you think are the biggest opportunities and challenges in the beauty sector today?

The biggest opportunity lies in technology, especially AI, which is reshaping personalisation, consumer engagement, product innovation and day-to-day working practices. Social commerce is a major opportunity for brands and is growing at an astounding rate - according to ‘Retail Economics’ it’s projected to account for 10% of the total online commerce market in the UK by 2028, which is exciting and something we’re keen to explore further this year. 

Social media and the creator economy is also ever-evolving and presents a big opportunity for brands. We’re seeing the rise of nano and micro creator communities, creators with a lower following but generally more highly engaged audiences. These creators tend to be seen as more authentic by their audiences and therefore have more trust, driving stronger connections and engagement.  Brands tapping into these creators and communities can reap the benefits. 

In terms of challenges, we are facing saturation in the beauty industry with many new brands entering the market, therefore maintaining brand relevance in a constantly shifting landscape is vital.

Why is it important that people pursue entrepreneurship or senior leadership roles in their careers?

Stepping into leadership or entrepreneurial roles allows people to shape culture, drive innovation, and champion values like inclusion, diversity and sustainability. It’s also how we ensure diverse voices are represented at the decision-making table.

How can people be encouraged to pursue entrepreneurship or senior leadership roles in their careers?

Mentorship and visibility are vital, that’s why programmes like CEW’s Two Way Mentoring are so important for the leaders of tomorrow. People need to see leaders who look like them and share their values so they can be inspired and know that it’s achievable for them one day too. 

How do you align the UK comms strategy with Shiseido’s global vision while still ensuring it resonates locally?

It’s about balance. We work closely with global teams to ensure our messaging aligns with the brand values and pillars, but we always filter it through a local lens. Understanding what resonates with UK media, creators, and consumers is essential, particularly when it comes to tone of voice, cultural moments, and advocacy.

With different brands (e.g. NARS, Shiseido etc), how do you approach tailoring messaging/marketing to suit different audiences?

Each brand has a unique DNA, so our approach is never one-size-fits-all.  

For NARS, it’s bold artistry and self-expression, bringing a ‘forward thinking’ style to beauty. We have many different customer segments, from the trend-driven Gen Z consumers who are often engaged through dynamic and visually captivating content on platforms like TikTok, as well as more understated millennials who may prefer sophisticated and informative content on Instagram or other social media channels. 

In contrast, Shiseido's communications focus on cutting-edge science and a rich skincare heritage of over 150 years. We focus on highlighting the brand's commitment to research and development (Shiseido has been awarded 32 IFSCC* awards), showcasing the efficacy of its products through educational content and expert partnerships. Through this approach, we appeal to consumers who are on the quest for quality, results-driven products, and scientific backing in their skincare choices.

When it comes to creating memorable brand experiences, what’s your approach? What key elements do you believe are essential for success?

Brand experiences are about storytelling, sensorial engagement, and shareability. Whether it’s a press launch, consumer moment or a creator event, our ambition is to create unique experiences that connect emotionally, excite and engage, and are visually impactful.

Events are an expression of our brands and creative execution is crucial. We work with different production partners, such as Studio 82, to bring to life our vision in the most impressive way.

How do you measure success in communications – what metrics matter most?

We look at both qualitative and quantitative data: coverage reach, brand sentiment, social engagement, share of voice, and influencer ROI using tools such as Tribe and Kolsquare. Metrics like EMV (Earned Media Value), engagement rate, and potency are important for us in measuring and evaluating performance.

Can you tell me about some of the campaigns/initiatives you’re especially proud of? Or ones that stand out for you in terms of impact or innovation?

The NARS Players’ Lounge pop-up in February 2025 was a big highlight, and one that was born of out the desire to engage our communities and create an IRL (In Real Life) experience that would surprise and delight consumers. The concept, rooted in gamification and personalisation, celebrated NARS as the UK’s #1 Radiant Foundation brand.  

Consumers, content creators and press were invited to enjoy gamified elements such as billiards, be colour matched in the artistry zone, attend talks with experts and personalities such as James Molloy and Melissa’s Wardrobe, purchase exclusive merch, and discover products through sampling. 

The event went viral on TikTok and Instagram, with incredible user generated content (UGC) and creator engagement. The content and conversation far exceeded expectations. 

What truly made the activation successful was the cross-functional collaboration behind the scenes, with everyone - from global and regional teams to local execution - aligned with one clear vision.