Shiseido Announces Growth Strategy in Japan and China

 At the financial results briefing for the first half of 2022, Shiseido President Masahiko Uotani announced the management issues that must be addressed now in order to overcome the coronavirus pandemic, which has lasted longer than initially expected, and to ensure medium- to long-term growth. mentioned about.


Under "WIN2023," which was urgently formulated in 2020 immediately after the corona crisis, we have implemented drastic reforms to strengthen our earnings base. In order to focus on skin beauty, we implemented all business structural reforms as planned, and realized profitability improvement in Europe and the United States, which had been an issue for many years. The conversion target of individual businesses is also being steadily achieved. Despite the severe business environment, we have continued to invest in DX and new factories as planned, and have solidified the foundation for our next growth. We also worked to generate cash and reduce debt, leading to the establishment of a strong financial base.


However, the deterioration of the market environment in China, which has been the source of sales growth, and Japan, which has been the base of profits, has exceeded our expectations. There is a growing need to draw up new growth strategies.

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