Shiseido, a large Japanese beauty brand, is giving Under today’s new models of ownership, products one of its latest innovations away for free. The are more than just the object in someone’s hands. company wanted to bring a personalized skincare As Philips and Shiseido are demonstrating, they can experience to its customers and developed Optune, be a channel for companies to deliver extraordinary a platform that creates uniquely tailored lotions for experiences and value to customers. Thinking of customers. People take pictures of their skin and the product as the end-all, be-all for the customer upload them to the Optune app, which uses AI to relationship exacerbates the beta burden and puts analyze the photos and incorporate external data a hard limit on the company’s potential for future 13 such as weather, humidity, environment and more. growth. But the beta burden doesn’t have to stay The app then creates a customized “recipe”— a burden—for customers or businesses. Shiseido has identified more than 80,000 so far— and sends it to a connected device, which mixes Enterprises transitioning to experience-driven 14 and dispenses the lotion. But rather than burdening products are doing so because they see the potential customers with an expensive up-front device of continuous interactions with their customers. cost, the company is maximizing adoption by Reimagining the organization to support these only charging a monthly subscription for lotion products’ new lifecycle is how leaders will bring 15 refills and access to the platform. that potential to life.