Shiseido, a leading Japanese beauty company, has unveiled a new business transformation plan called Mirai Shift Nippon 2025. Led by President and COO Kentaro Fujiwara, the plan aims to review and implement structural reforms for Shiseido’s Japan business.
The transformation plan consists of three pillars. Firstly, Shiseido Japan will focus on sustainable growth by concentrating its efforts on brands, products, and touchpoints with high growth potential and profitability. This will involve strengthening brand and touchpoint strategies.
Secondly, the company aims to build a profitable foundation by optimizing efficiency in terms of goods sold, marketing investments, and other expenses. Shiseido Japan plans to reduce costs by ¥25 billion over the next two years.
Lastly, Shiseido will invest in human capital transformation by identifying employees with the ability to “self-innovate.” The company is offering an early retirement incentive plan to approximately 1,500 employees who meet the criteria.
Shiseido acknowledges the diversification of consumer awareness and purchasing behavior in the Japanese cosmetics market in recent years. To achieve steady growth, the company aims to create new value and explore new markets based on consumer perspectives.
This new transformation plan reflects Shiseido’s commitment to adapt to changing market dynamics and ensure long-term success in the beauty industry.
