With “to inspire a life of beauty and culture” as Our Mission, we at Shiseido will aspire to sustainably enhance corporate value by continuously contributing to the happiness of people who wish to lead their lives in the way they like. To meet this goal, in December 2014, we announced our medium-to-long term strategy, VISION 2020.
To fulfill VISION 2020, Shiseido must first acknowledge the fact that it has not fully leveraged either its tangible or intangible assets—such as the technical expertise cultivated to date, the ability to deploy business globally, and human resources—and dramatically restructure its entire range of activities from a “consumer-focused viewpoint.”
Furthermore, we will put marketing into practice through the concerted efforts of the entire workforce, and continue to propose new values to the world through innovation thanks to revolutionary technological development, thereby making our brands, which stand for crucial bonds with our consumers, shine even more brightly than before. At the same time, we will exist in harmony with the environment and society as part of our endeavor to contribute to making a sustainable society a reality.
Based on this philosophy, making a prototype of Shiseido that will be thriving 100 years from now is the mission that I must accomplish.
By 2020, I will transform Shiseido into:
a company filled with energy;
a company overflowing with youthful spirit;
a company always much talked about;
a company inspiring to, and admired by, younger generations; and
a company driven forth by diverse cultures.
I will make Shiseido into a company that is supported and needed by consumers and societies not only in Japan and Asia, but also in the rest of the world.
Our motto is “Rejuvenate, Shiseido”.
Let us move forward with each consumer to build the future of Shiseido, and let us generate new values as professionals who inspire a life of beauty and culture. With these above objectives in mind, the entire workforce has begun moving as one.
Let me encourage you to place high expectations on Shiseido, which will undergo a major change.