Annual Report 1997 ［ PDF：2.4MB ］ - Shiseido

TOILETRIES
Our second main business mainly comprises hair-care products, facial cleansers,
soaps, bath additives and a range of fine toiletries.
Sales in this category declined 6.9%, to ¥94.6 billion, in fiscal 1997,
constituting 16.1% of net sales.
In this business, we supply fine toiletries offering the value
We have reinforced our business structure by cutting
consumers expect from Shiseido. These products are designed costs at every level, from procurement to production,
to attract consumers long before they are mature enough to distribution and sales.
use cosmetics and long thereafter. These are thus very impor-
Among those products contributing significantly to sales
tant offerings because they build an impres-
were Water Hair Pack, a shampoo treatment
sion of the Company and eventually expand
our customer base.
Divisional Sales
that preserves hair’s natural moisture; Medicated
Handsoap; and Mieux Mesh Center-In,
Based on the twin concepts of making
a panty pad that provides superior dryness.
lifestyles more convenient and colorful, we
16.1%
We also won solid support for Cream
continued to orient marketing even more
Hadasui, a new addition to the evergreen
to the needs of consumers through efforts
Hadasui mineral-water-based facial, body
to develop products and provide selling
and hair freshener lotion line. Noteworthy
spaces that enhance customer satisfaction.
new products during the term were Prixaura
One of our strengths in the toiletries market is that, unlike room freshener and the Ceu line of shampoos and body soaps
the competition, we are primarily a cosmetics maker, which using environmentally friendly containers and ingredients.
has helped us create new value.
The sales decline in the division reflected intense price
competition, especially for existing hair-care products, as
well as a reduction in shelf stock in line with changes in the
Net Sales
retailing environment.
120
( Billions of yen )
Facial cleansers and other products have become daily
items, thus expanding the scope of our fine toiletries business.
90
By providing new value with a sensitivity and information
60
base not available to the competition, we are certain to win
30
further customer loyalty. To that end, our main goal in
toiletries is to maximize customer satisfaction.
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