Universal Design and Responsible Advertising/Marketing

Universal design takes into consideration the environment of all consumers. This concept is a major theme for Shiseido, which aims to create products that can be used comfortably and with peace of mind by all our customers.

In 2017, Shiseido further developed the "Shiseido Universal Design Guidelines," which were compiled in 2005 based on specialized theories and laws on universal design. We established a basic policy to create attractive designs that prioritize safety, security, and ease of use. In 2017, we renewed the guidelines to make them more specific and easier to understand.

Currently, the departments involved in product development are sharing information on how our products will be used, in what kinds of situations, and by whom in accordance with the aforementioned guidelines in order to achieve specific designs for newly developed products.

A product’s design should be intuitive and simple. The amount used and how it is used should be clearly indicated, and the product should be easy to use until it is spent. We believe that the beauty of a product is that it can be used without stress by anyone who holds it in their hands, and that it also makes people feel excited when they use it.

Shiseido focuses on diversity and inclusion (DE&I) in marketing and advertising as well.

At Shiseido, we are committed to responsible marketing and advertising practices to build trust with consumers, ensure transparency, and uphold social responsibility. We strive to provide accurate and clear information while protecting vulnerable communities and complying with international standards.
This policy is intended to unify all Shiseido brands under a common framework for responsible marketing. By following these principles, we aim to build consumer trust, protect vulnerable communities, and maintain our standing as a global leader in beauty.

Items that should be labeled on cosmetics (statutory labeling) are stipulated under Act on Securing Quality, Efficacy and Safety of Products Including Pharmaceuticals and Medical Devices. At the same time, advertising are restricted under Code of Fair Practices in the Advertising of Drug and Related Product (Notification from the Director-General of the Pharmaceutical Affairs Bureau, Ministry of Health, Labour and Welfare, September 29, 2017). Based on these standards, the Japan Cosmetic Industry Association (JCIA) has established Appropriate Advertising Guideline for Cosmetics as self-imposed industry standards that provide relevant examples and explanations.
As for statutory labeling, Shiseido operates by setting up "labeling rules." With regard to advertising, we comply with laws and regulations by following the above-mentioned JCIA’s guideline.
Also, the JCIA established the Advertising and General Publicity Committee within the organization and the Cosmetics Advertising Deliberation Council as an institution pertaining to the committee. This council independently carries out deliberations to enhance the reliability of and optimize cosmetics advertising expressions. These deliberations, conducted three times annually, are based on the relevant laws and regulations and addresses television, newspaper and magazine advertising.

Shiseido holds the "Statutory Labeling Seminar" and "Advertising Seminar" twice a year in order to enhance our employee knowledge on labeling related laws and regulations.

We are working on the development of products that reduce unnecessary additives in order to suppress the negative health impacts of food. The Shiseido Group develops health and beauty foods that do not contain fat or caffeine which the Shiseido Group distributes in Japan.

The Shiseido Parlour actively displays information on food allergies (21 types of ingredients) beyond Japanese laws and regulations. We have in-house guidelines based on food legislation to ensure compliance with proper labeling legislation on food labels. In-house training is provided to those in charge of food labeling. We also conduct factory audits of outsourced manufacturers, including items related to quality and labeling.