Empower our People, Beauty of the Society
Motivate and empower all people who make up our society.
Shiseido Spots Cover was launched in 1956 to lessen the suffering of wartime burn victims, Shiseido has been hard at work developing makeup products and methods to cover various skin concerns for sixty years. Shiseido Life Quality Makeup supports people not only by covering up their visible skin problems, such as redness, paleness, dark spots, unevenness (scars and burn blemishes), and problems caused by cancer treatment, but also by allowing them to build confidence and courage to spend their days more positively with the power of makeup.
With our abundant resource of beauty knowledge and expertise, we continue to globally expand Shiseido Life Quality Makeup activities while raising awareness of our cosmetics business.
- KPI and results: Number of countries and regions where Shiseido Life Quality Makeup activities were carried out
Goal: 14 countries and regions in 2021 Results: 4 in 2018, 4 in 2017, and 4 in 2016
- KPI and results: Number of employees who participated in social contribution activities
Goal: 2,000 employees in 2022 Results: 757 in 2018, 1,553 in 2017, and 1,390 in 2016
In order to close the gender gap, Shiseido is launching initiatives both internally and externally to promote women's empowerment and gender equality.
Internally, we are promoting programs, including leadership training, with the aim of increasing the ratio of female managers in Japan to 40% by the end of 2020.
Since 2017, we have promoted the Gender Equality Awareness Program for young people, and in 2019, we conducted workshops for about 900 students in 41 schools across the country.*
Shiseido will continue striving to realize a society where people can freely express their ability and fulfill their potential regardless of gender.
- KPI and results: Ratio of Female Managers (in Japan)
Target: 40% by the end of 2020
Results: 32.3% (as of January 1, 2019)
- KPI and results: Number of participants in the Gender Equality Awareness Program
Target: 1,500 participants from 2017 to 2019
Results: 2,405 participants in total (1,400 in 2019, 505 in 2018, 500 in 2017)
Against the backdrop of myriad social issues including an aging population and declining birthrate, aging caregivers and receivers, income inequality, and shrinking workforce, we have conducted a series of Shiseido Life Quality Beauty Seminars for various people (including job-seeking students, working professionals, senior citizens, people with disabilities, and cancer patients) as a sustainable, grassroots activity based in the idea of diverse beauty by utilizing Shiseido’s strength, the “Power of Makeup.” We further provide “Cosmetic Therapy Lessons” for people (including medical/care staff, volunteer staff, and citizens) who interact with elderly people, to foster practical skills and talent in the field of Cosmetic Therapy.
- KPI and results: Number of Shiseido Life Quality Beauty Seminars conducted
Goal: 3,300 seminars in 2019*
Results: 4,457 in 2018, 4,705 in 2017, and 4,522 in 2016
Life Quality Beauty
Materiality Core Activities
Foundation for Fulfilling CSR