Shiseido’s Growth Strategy
Value Chain
Shiseido’s Value Chain:
Ensuring Total Consumer Orientation
Research
We are strengthening our research and innovation on a global basis to provide new value. In addition, we adhere to strict safety and quality standards while placing the utmost priority on the safety and peace of mind of our consumers.
Product Development
We are leading the way with our product development, providing robust brands and facilitating new lifestyles for our consumers.
Production and Procurement
Through our 11 production sites across the globe, we are delivering products that offer a high level of safety and quality distinctive of Japan.
Creative
Our in-house creative team adapts and expresses new value in step with diverse, ever-changing consumer values spanning 100 years.
Marketing
Through our global matrix organization, which cross-matches regions and brand categories, we engage in marketing activities that cater to each region.
Sales
We also use our global matrix organization to promote unique sales activities targeted at each region and sales channel.
Consumer Support
We engage with our consumers via the spirit of omotenashi to help them realize the kinds of beauty they desire.
