THE SHISEIDO
PHILOSOPHY
THE SHISEIDO PHILOSOPHY is at the very heart of Shiseido’s value creation.
Adopted in 2019, it is the guiding light in our quest to be the world’s most trusted beauty company and remain vital for the next 100 years and beyond. This philosophy consists of OUR MISSION, which is the reason we exist since our founding; OUR DNA, which represents our unique heritage; and OUR PRINCIPLES, which serve to guide the convictions of every employee at Shiseido.
THE SHISEIDO PHILOSOPHY is the basis of everything we do. To promote connection and cultural alignment with this philosophy, we engage in a wide range of initiatives that include messages from management to employees, real-world applications in leadership and professional development, and use in case studies and employee training.
OUR
MISSION
We believe beauty inspires hope and empowers happiness, contributing to a world of wellness and a lifetime of fulfillment for all things living.
Since our founding, we have expanded the possibilities of beauty through innovations to discover and create new value.
With the power of beauty, we strive to create a better, more sustainable world for all.
OUR
DNA
OUR DNA has been the very essence of Shiseido since our founding in 1872, providing value to consumers and society through unique beauty innovations. The tradition, culture, and aesthetics woven throughout our history are the cornerstones of Shiseido’s value creation and our competitive edge.
While Shiseido was born in Japan, OUR DNA is inherited and further enriched by employees all over the world.
PEOPLE FIRST
For Shiseido, people are everything. Without employees, business partners and stakeholders, innovation would not be possible. We work closely with all of our people to develop and deliver new value to society and consumers around the world.
DIVERSITY
We believe that simply embracing diversity is no longer enough. We will go one step further and love the differences in everyone, combining unique values, personalities and ideas to continuously inspire innovation.
ART & SCIENCE
Ever since our founding, we have always blended art and science. Going forward, we will continue to adopt, adapt and fuse technology with creativity to inspire new and unique value.
JAPANESE
AESTHETICS
We have been cultivating our sensitivity to beauty based on Japanese culture and tradition. It is a loving sensitivity to beauty that exists not only in the individual, but also in society and nature. We will continue to sharpen our unique Japanese aesthetics to ensure ever-evolving beauty innovations.
UNCOMPROMISING
QUALITY
From R&D and production to marketing and sales, we promise to never compromise quality and always comply with our stringent internal standards and external regulations to earn the trust of consumers around the world.
OMOTENASHI
Omotenashi is the key to touching the hearts of consumers around the world. For every Shiseido employee—not only those in direct interaction with consumers—the spirit of omotenashi is ever-present.
OUR
PRINCIPLES (TRUST 8)
OUR PRINCIPLES serve as the convictions that guide every Shiseido employee on a daily basis. Eight working principles—known as TRUST 8—are based on the idea that mutual trust is the key to succeeding in OUR MISSION. Now more than ever, it is crucial to connect each employee’s actions with value creation and business strategies. To do so, we are rolling out role-oriented personnel strategies and professional development initiatives. At the core of these efforts are OUR PRINCIPLES, which form the basis for employee engagement and are incorporated into how we evaluate and reward performance at Shiseido.
THINK BIG
Adapt a big-picture perspective.
Deliver new values through creativity.
TAKE RISKS
Embrace risk.
Practice "Trial & Error & Trial."
HANDS ON
Consider front-line realities
when making decisions.
Take the lead from end-to-end.
COLLABORATE
Break free from the silo mentality.
Leverage the diverse
capabilities of colleagues.
BE OPEN
Be transparent. Create an environment
that encourages everyone
to speak up—even if
it is bad news.
ACT WITH
INTEGRITY
Be sincere and humble at all times.
BE
ACCOUNTABLE
Commit to the goal.
Take accountability for the execution.
APPLAUD
SUCCESS
Create a culture
that celebrates success.
