Annual Report 1997 ［ PDF：2.4MB ］ - Shiseido

Our Global Strategy
Making a World of Difference
Since its foundation as Japan’s first pharmacy to sell Western
medicines, Shiseido has endeavored to combine the best of
oriental and occidental cultures to generate new value.
Having started as a pharmacy, Shiseido diversified
into cosmetics and developed opportunities in the international
marketplace, thus realizing its corporate goal of globalisation.
We began full-scale operations overseas in 1957, when
we started sales in Taiwan. Today, we sell our products in
more than 50 countries in Europe, the Americas and Asia.
Our marketing policy abroad emphasizes our high-quality
products, prestigious image and superior service, an approach
that has won us accolades around the world.
We have been active abroad in keeping with a multibrand
strategy. In 1986, we acquired famed French salon Carita S.A.
Two years later, we bought Zotos Corporation, a professional
hair-care products manufacturer based in the United States.
In 1990, we established Beauté Prestige International S.A. in
Paris to develop and market fragrances.
In the booming Chinese market, in 1994 a local sales
joint venture launched the high-end Aupres brand, which is
made at the Beijing plant. This line has been tremendously
successful.
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SHISEIDO / Annual Report 1997 5
Global No. 1 and International Operations
Through our Global No. 1 five-year strategy, we aim to secure
consolidated net sales from operations abroad totaling ¥120
billion and ¥80 billion from existing and new businesses,
respectively. Given that overseas sales in fiscal 1997 were ¥64.5
billion, we must do much to meet that goal by the end of
fiscal 2001.
Our immediate target is to achieve ¥120 billion in sales
from existing overseas operations. In fiscal 1997, sales were
particularly strong for our core Shiseido Benefiance and Pureness
brands. We also expanded our international coverage during
the term, entering the Brazilian, Turkish, Israeli, Cypriot, Czech
and Vietnamese markets.
Also during the year, we did far better than planned
with fragrances that Beauté Prestige International launched.
In the United States, Zotos Corporation has stepped up
local marketing since Shiseido International Corporation
acquired the North American Hair Salon Division of Helene
Curtis Inc. from Unilever United States, Inc.
Shiseido Benefiance