Sales: $7.8 billion
Key Personnel: Masahiko Uotani, president and chief executive officer; Tsunehiko Iwai, executive vice president; Jun Aoki, corporate executive officer, human resources, advertising and design, China business innovation project; Yoichi Shimatani, corporate executive officer, R&D strategy, GIC integrated operations, cosmetics R&D, cosmetics technical information development, intellectual property; Shigekazu Sugiyama, corporate executive officer, Japan region; Jean-Philippe, Charrier, corporate officer, Asia-Pacific region; Kentaro Fujiwara, corporate officer, China region; Katharina Höhne, corporate officer, global professional business; Masaya Hosaka, corporate officer, SCM, production, technology and engineering, purchasing, factories, frontier science business; Mitsuru Kameyama, corporate officer, global information and communication technology; Yasushi Kushida, corporate officer, assisting chief technology and innovation officer, special mission projects; Yoshiaki Okabe, corporate officer, Shiseido brand unit, global prestige brands; Yoshihiro Shiojima, corporate officer, legal governance, compliance, sustainability strategy, executive and external relations; Mikiko Soejima, corporate officer, beauty creation, Japan region, beauty consultation planning, consumer information; Norio Tadakawa, finance, financial management, investor relations, business development.
Major Products: Skin care, color cosmetics, sun care, fragrances and toiletries. Prestige—Shiseido, Clé de Peau Beauté, BareMinerals, Buxom, Nars, IPSA, Laura Mercier, Benefique; Fragrances—Dolce & Gabbana, Issey Miyake and Narciso Rodriguez; Cosmetics—Elixir, Maquillage, Haku, Prior, Anessa, Aqualabel, Integrate, D Program, Aupres, Urara, Pure & Mild, Za; Personal Care—Senka, Tsubaki, Sea Breeze; Professional—Shiseido and Joico; Technology—MatchCo. (acquired in 2017).
New Products: Buxom Full-On Lip Cream & Polish; Joico InstaTint line extensions (Rose Gold, Amethyst and Violet Opal); Nars color cosmetics Fall 2017 collection.
Comments: For more than 100 years, Shiseido has been the dominant player in the Japanese beauty market. In the past decade, the company has moved aggressively into other parts of Asia and now it is expanding rapidly in other parts of the world via product launches and acquisitions. In fact, its products can be found in about 120 countries around the world. Company executives are determined to reach ¥1 trillion in sales by 2020 (sales reached ¥855 billion last year) with over ¥100 billion in operating income.
To get there, Shiseido shook up its Japan-centric structure by moving toward a matrix organization with Centers of Excellence to create new value. Japan hosts the Center of Excellence for skin care, the Americas for makeup and digital marketing, and Europe for fragrance.
By region, Japan still accounts for 48% of sales, followed by the Americas (19.1%), China (14.2%), EMEA (10%), Asia Pacific (5.8%) and travel retail (2.9%). By category, prestige sales accounted for 39.9% of sales last year, followed by cosmetics (31%), personal care (9.4%), fragrance (7.9%) and professional (5.5%). Prestige product sales rose 15% to account for 39.9% of sales last year. Cosmetic sales increase 1% to 31% of sales. Fragrance sales fell 15%.
It seems to be working. In Q1 2017, sales rose 9% to more than ¥232 billion ($2.05 billion at current exchange rates).