Shiseido : Announces 2030 Medium-Term Strategy

Strategic Pillar 1: Accelerate Growth with Brand Power
We have identified key growth areas where Shiseido's strengths can be fully leveraged, and defined category-specific strategies based on market opportunities and our competitive advantages. As a result, we will focus on skincare and suncare as our core categories, while also strengthening our presence in makeup, fragrance, medical ＆ derma, and lifestyle. In line with this, we have restructured our brand portfolio by positioning brands that aim to lead in each of these growth categories. We will drive progress through the following three approaches:

1. Maximize Innovation by Leveraging Technological Strengths
We will maximize the value of innovation by utilizing our proprietary research technologies as the core of specific brands and across the corporate organization. Our products already incorporate the latest scientific insights to address concerns such as dark spots, wrinkles, and sagging. Going forward, we plan to integrate more than ten additional cutting-edge technologies into our brands by 2028, ensuring the continuous launch of new products.
2. Accelerate Growth by Expanding Our Global Reach
Fragrance: Untap growth opportunities in the Americas and Asia Pacific to strengthen our presence beyond Europe.
Suncare: Leverage our advanced UV and formulation technologies to capture growth opportunities in western markets.
Skincare: Deliver unparalleled brand experience to affluent consumers worldwide through prestige beauty brands.
3. Create New Markets through Expansion into New Categories and Domains
We will establish new markets by strengthening Medical ＆ Derma and Lifestyle categories. By leveraging our expertise in aging care, we will expand into new areas such as "Life Stage Partnerships," addressing the needs of individuals aged 65 and older, as well as "Beauty Checkups," unlocking new dimensions of market value. Additionally, under the direct leadership of the CEO, we will challenge new value creation models through co-creation with consumers and collaboration with external partners.

Furthermore, by strengthening brand experiences that deeply connect with consumers, we aim to meet individual needs while maintaining and expanding our loyal customer base. Through the disciplined execution of action plans aligned with each region's key focus, we will enhance profitability across all regions. We aim to achieve double-digit core operating profit margins in Asia Pacific, the Americas, and EMEA, while optimizing the current profit balance concentrated in Japan, China, and Travel Retail.