Shiseido Company, Limited

SHISEIDO IS CHANGING

April 27, 2015

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SHISEIDO IS CHANGING

Shiseido Company, Limited: Masahiko Uotani
Representative Director,President & CEO

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from the beginning

SHISEIDO IS CHANGING

contents

Know the Front Line of Our Business and Understand Essential Management Issues

Successively Innovate Key Brands

Initiate Total Reengineering of the China Business

VISION 2020: Toward a New Century for Shiseido

Unify the Organization with ICHIGAN

Empower Diverse People

The Result is Steady Success

The Result is Steady Success

Solid Growth from Further Innovation

Overview of VISION 2020

Key Three-Year Strategies

Build the Foundation for Top Share in Japan

Breakthrough Product Innovation

Strengthen and Nurture Self-Selection Cosmetics

Further Strengthen Powerful Brands

Capture Inbound Demand

Get Close to Customers through a Direct Connection Between Headquarters and the Front Line in All

BCs Who Communicate Brand Value

Accelerate Global Growth

ULTIMUNE: Rejuvenating the Global Brand SHISEIDO

Horizontally Develop Buzziest Brand Expertise

Proposing New Value through Synergy of bareMinerals with Shiseido

Expand Travel Retail Business

Reengineer the China Business

Roadmap for Reengineering the China Business

Toward Growth of the China Business

Increase Investment in Basic and Fundamental R&D

Proceed Steadily with Cost Structure Reform

Outlook for FY2015

Breakdown of FY2015 Changes in Operating Income (Difference with Previous Fiscal Year)

Sales Target: Over \900 Billion (FY2017)

Operating Income Target: \50 to \60 billion (FY2017)

Presentation Material