In 1989, Shiseido formally set down its “Corporate Ideals.” With its business continuing to diversify, the company sought to define its corporate orientation, asking the question, “How, and through what means, should Shiseido be of use to the world?” Amidst increasingly complex consumer lifestyles, the answer it found was to expand its business of beautifying people’s lifestyles through a comprehensive “life science” based approach unifying “beauty” and “health” .