Business Report - Shiseido group website

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Consolidated Results ■Net Sales Current FY: ¥682,385 million Year-on-year change: 1.7% Sales composition: Overseas 44.3% Domestic 55.7% ■Ordinary Income Current FY: ¥39,442 million Year-on-year change: -11.3% Notes: 1. “-”denotes loss or decrease. 2. Shiseido Group subsidiaries in North America formerly recognized samples and promotional items associated with marketing activities at stores as assets when acquired and expensed them when shipped to customers. However, effective the 112th Business Term the Shiseido Group began to expense these items when acquired as part of its efforts to standardize Group accounting, and retrospectively applied this change to the consolidated financial statements for the 111th Business Term. [Translation: AGM 2012] - 8 - ■Operating Income Current FY: ¥39,135 million Year-on-year change: -12.0% ■Operating Profitability Current FY: 5.7% Year-on-year change: -0.9 points ■Net Income Current FY: ¥14,515 million Year-on-year change: 13.5% ■Consolidated ROE Current FY: 4.9% Year-on-year change: 1.0 points
2) Operational Review by Business Segment Domestic Cosmetics Segment Overall, sales in the Domestic Cosmetics segment decreased 1.3 percent compared with the previous fiscal year to ¥353,789 million. Operating income decreased 12.3 percent to ¥29,459 million. Due to efforts to put the customer first in all initiatives, Domestic Cosmetics Division sales were only marginally lower despite a challenging market environment. Healthcare Division sales were essentially unchanged Domestic Cosmetics Division During the fiscal year ended March 31, 2012, we renewed efforts centered on new products and worked exhaustively to raise product value and refine our customeroriented proposals. To raise product value, we halved new product launches by carefully selecting products that customers would strongly support. We also focused on cultivating existing core products. Our customer-oriented proposals concentrated on customer lifestyle changes and latent needs. We proposed solutions to help customers lead comfortable lives, free of displeasure and dissatisfaction. Specifically, we supplemented our products and product lineups with information and communication programs to propose solutions geared to season-specific life experience in all channels. Examples included the “Cool Life Proposal”, aimed at helping customers stay cool and comfortable while saving electricity in summer, followed by the “Healing Proposal” in autumn, the “Warm Winter Life Proposal” in winter, and the “Refreshing Life Proposal” in spring. As a result, the core brands we have been cultivating performed well. These included the top-end prestige brand clé de peau BEAUTÉ; the MAQuillAGE makeup mega line, which we have been enhancing as a perennial bestseller by pruning the number of core products; the INTEGRATE self-selection makeup line, which benefited from continued popularity of its mascaras and eye liners; and the TSUBAKI haircare brand, for which we renewed both content and communication strategy. We also developed a new business model planned for launch in April 2012 that links the Internet with brick-and-mortar retail stores to create opportunities to discover new customers. Healthcare Division [Translation: AGM 2012] - 9 -
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Page 13 and 14: Emerging Countries We will strength
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Business Report - Shiseido group website

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