08.02.22
Japan
www.shiseido.com
Sales: $9.1 billion
Key Personnel: Masahiko Uotani, president and CEO; Yukari Suzuki, CMO, chief D&I officer; Norio Tadakawa, CEO, Japan region; Takayuki Yokota, CFO; Kentaro Fujiwara, CEO, China region; Yoshiaki Okabe, chief brand officer, CTO; Hiromi Anno, chief public relations officer; Maria Chiclana, chief legal officer, global general counsel; Mizuki Hashimoto, chief brand officer, Clé de Peau Beauté; Angelica Munson, chief digital officer; Koichi Noda, chief people officer; Kenichi Saito, chief quality officer; Antonios Spiliotopoulos, chief supply network officer; Atsunori Takano, chief information technology officer; Toshinobu Umetsu, chief strategy officer; Naomi Yamamoto, chief creative officer; Ryota Yukisada, chief brand officer, Shiseido
Major Products: Prestige—Baum, Benefique, Clé de Peau, Dolce& Gabbana, Drunk Elephant, Effectim, Ípsa, Issey Miyake, Nars, Narciso Rodriguez, Serge Lutens, Shiseido, The Ginza, Tory Burch; Cosmetics—Anessa, Aqualabel, Aupres, D Program, Elixir, Gracy, Haku, Integrate, Majolica Majorca, Maquillage, Prior, Revital, Urara; Professional—Shiseido Professional; Health Care—The Collagen; Life Quality Beauty—Perfect Cover
New Products: Sidekick cosmetics, Ulé skin care, Inryu inner beauty; Shiseido—Essential Energy hydrating cream, Future Solutions LX Infinite Treatment Primer; Drunk Elephant—A-Gloei Maretinol Oil; Clé de Peau—Key Radiance Care limited 40th anniversary packaging, Sérum Éclat S; Elixir—Day Care Revolution; Nars—Light Reflecting foundation; Maquillage—Dramatic Essence Liquid; Sun Care—Anessa Day Serum; Shiseido Men
Comments: Sales rose 12.4% last year. Sales in China rose 16.5%, making it Shiseido’s No. 2 market, right behind Japan. The Americas also posted good gains, with sales soaring nearly 33%. Elsewhere, sales were up 24.1% in EMEA and 22.3% in travel retail. Sales in professional channels rose 24.4%. In fact, only Shiseido’s home market of Japan suffered a decline in sales, falling nearly 9%. The company blamed the decline on shortened retail operating hours and fewer international travelers. Shiseido also gained market share in base makeup and sun care. Sales in China also took a hit due to covid, but e-commerce remained strong and accounted for 40% of sales in China. At the same time, consumers continued to gravitate toward prestige brands like Clé de Peau Beauté and Nars.
Sales in Asia-Pacific rose 9.9% on e-commerce gains and the popularity of Shiseido and Nars and the further rollout of Drunk Elephant. Results in the Americas got a boost from growing makeup sales, as masks came off and lipstick went on. Drunk Elephant was credited with opening new doors and Shiseido Clé de Peau Beauté and fragrance brands got a lift from promotions. Online video counseling and digital promotions expanded e-commerce sales in EMEA. At the same time, sales got a lift from the ongoing rollout of Drunk Elephant and Clé de Peau. Despite ongoing international travel restrictions, travel retail jumped on e-commerce demand and more beauty counters in Hainan Island, China, as well as the rollout of Drunk Elephant.
Last year, Shiseido launched WIN 2023 and Beyond, its medium-to-long-term strategy. From 2021 to 2023, the company is implementing “radical” transformations focused on profitability and cash flow, rather than growth via sales expansion. Some goals include 80% of sales from skin care (up from 60% in 2019), 15% operating margin and 100 billion yen in free cash flow. Looking further out, to 2030, Shiseido’s goal is to be “the world’s No. 1 company in skin beauty.” Financial targets include two trillion yen in net sales and operating profit margin of 18%. To get there, Shiseido transferred its personal care business to CVC Capital Partners. Under terms of the deal, Shiseido owns 35% in the JV. The move enables Shiseido to concentrate on prestige and premium cosmetics, as well as reduce cost of goods, increase ROI and secure cash to invest.
In January, 2022, Shiseido eliminated its current corporate officer system and shifted to a management system centering on executive officers. The executive officers will be responsible for roles in each business area required from the perspective of company-wide management of the Shiseido Group. Also in January, the company created Shiseido Creative Co., Ltd. to build lasting connections between consumers and brands at the global level.
In Q1 2022, sales slipped 1.3%. Strong sales in the Americas, EMEA and travel retail were offset by declines in Japan and China. There were winners and losers among brands as gains for Nars (+35%) and fragrance (+28%), were offset by a 9% decline for Shiseido and a 32% drop at Drunk Elephant.
Shiseido marked its 150th anniversary on June 1. The company proudly notes that Shiseido has won nearly as many IFSCC Awards (29) as the next five competitors combined (30).
www.shiseido.com
Sales: $9.1 billion
Key Personnel: Masahiko Uotani, president and CEO; Yukari Suzuki, CMO, chief D&I officer; Norio Tadakawa, CEO, Japan region; Takayuki Yokota, CFO; Kentaro Fujiwara, CEO, China region; Yoshiaki Okabe, chief brand officer, CTO; Hiromi Anno, chief public relations officer; Maria Chiclana, chief legal officer, global general counsel; Mizuki Hashimoto, chief brand officer, Clé de Peau Beauté; Angelica Munson, chief digital officer; Koichi Noda, chief people officer; Kenichi Saito, chief quality officer; Antonios Spiliotopoulos, chief supply network officer; Atsunori Takano, chief information technology officer; Toshinobu Umetsu, chief strategy officer; Naomi Yamamoto, chief creative officer; Ryota Yukisada, chief brand officer, Shiseido
Major Products: Prestige—Baum, Benefique, Clé de Peau, Dolce& Gabbana, Drunk Elephant, Effectim, Ípsa, Issey Miyake, Nars, Narciso Rodriguez, Serge Lutens, Shiseido, The Ginza, Tory Burch; Cosmetics—Anessa, Aqualabel, Aupres, D Program, Elixir, Gracy, Haku, Integrate, Majolica Majorca, Maquillage, Prior, Revital, Urara; Professional—Shiseido Professional; Health Care—The Collagen; Life Quality Beauty—Perfect Cover
New Products: Sidekick cosmetics, Ulé skin care, Inryu inner beauty; Shiseido—Essential Energy hydrating cream, Future Solutions LX Infinite Treatment Primer; Drunk Elephant—A-Gloei Maretinol Oil; Clé de Peau—Key Radiance Care limited 40th anniversary packaging, Sérum Éclat S; Elixir—Day Care Revolution; Nars—Light Reflecting foundation; Maquillage—Dramatic Essence Liquid; Sun Care—Anessa Day Serum; Shiseido Men
Comments: Sales rose 12.4% last year. Sales in China rose 16.5%, making it Shiseido’s No. 2 market, right behind Japan. The Americas also posted good gains, with sales soaring nearly 33%. Elsewhere, sales were up 24.1% in EMEA and 22.3% in travel retail. Sales in professional channels rose 24.4%. In fact, only Shiseido’s home market of Japan suffered a decline in sales, falling nearly 9%. The company blamed the decline on shortened retail operating hours and fewer international travelers. Shiseido also gained market share in base makeup and sun care. Sales in China also took a hit due to covid, but e-commerce remained strong and accounted for 40% of sales in China. At the same time, consumers continued to gravitate toward prestige brands like Clé de Peau Beauté and Nars.
Sales in Asia-Pacific rose 9.9% on e-commerce gains and the popularity of Shiseido and Nars and the further rollout of Drunk Elephant. Results in the Americas got a boost from growing makeup sales, as masks came off and lipstick went on. Drunk Elephant was credited with opening new doors and Shiseido Clé de Peau Beauté and fragrance brands got a lift from promotions. Online video counseling and digital promotions expanded e-commerce sales in EMEA. At the same time, sales got a lift from the ongoing rollout of Drunk Elephant and Clé de Peau. Despite ongoing international travel restrictions, travel retail jumped on e-commerce demand and more beauty counters in Hainan Island, China, as well as the rollout of Drunk Elephant.
Last year, Shiseido launched WIN 2023 and Beyond, its medium-to-long-term strategy. From 2021 to 2023, the company is implementing “radical” transformations focused on profitability and cash flow, rather than growth via sales expansion. Some goals include 80% of sales from skin care (up from 60% in 2019), 15% operating margin and 100 billion yen in free cash flow. Looking further out, to 2030, Shiseido’s goal is to be “the world’s No. 1 company in skin beauty.” Financial targets include two trillion yen in net sales and operating profit margin of 18%. To get there, Shiseido transferred its personal care business to CVC Capital Partners. Under terms of the deal, Shiseido owns 35% in the JV. The move enables Shiseido to concentrate on prestige and premium cosmetics, as well as reduce cost of goods, increase ROI and secure cash to invest.
In January, 2022, Shiseido eliminated its current corporate officer system and shifted to a management system centering on executive officers. The executive officers will be responsible for roles in each business area required from the perspective of company-wide management of the Shiseido Group. Also in January, the company created Shiseido Creative Co., Ltd. to build lasting connections between consumers and brands at the global level.
In Q1 2022, sales slipped 1.3%. Strong sales in the Americas, EMEA and travel retail were offset by declines in Japan and China. There were winners and losers among brands as gains for Nars (+35%) and fragrance (+28%), were offset by a 9% decline for Shiseido and a 32% drop at Drunk Elephant.
Shiseido marked its 150th anniversary on June 1. The company proudly notes that Shiseido has won nearly as many IFSCC Awards (29) as the next five competitors combined (30).