Shiseido CSR [CSR News]

CSR News

List of Articles

2/26/2010

Initiatives for Haiti Earthquake Disaster Aid
A magnitude 7.0 earthquake struck the Republic of Haiti on January 13, 2010 at 6:53 a.m., Japan time (local time 9:53 p.m. on January 12). The death toll reached 230,000 according to the Haiti government and it has been announced that more than 10 years will be required to rebuild the nation.
Shiseido employees in Japan as well as business sites in respective countries have undertaken volunteer activities for collecting donations to support relief efforts for disaster victims.

[Japan]
The Shiseido Social Contribution Club - Camellia Fund has solicited contributions from domestic employees, including Beauty Consultants who are carryong out activities at storefronts. Founded in 2005, The Shiseido Social Contribution Club - Camellia Fund is an employee organization designed to encourage social contribution, in which Shiseido Group employees who share its goals make a monthly contribution from their salaries. The organization also functions as the point of contact for soliciting donations from employees in the event of disasters. The Shiseido Social Contribution Club - Camellia Fund has up until now presented monetary donations for recovery efforts in affected areas during Hurricane Katrina in the United States and the Kashmir Earthquake in Pakistan in 2005, the Central Java Earthquake in Indonesia in 2006, the Niigataken Chuetsu-oki Earthquake in Japan in 2007, and Cyclone Nargis in Myanmar and the Great Sichuan Earthquake in China in 2008.
At this time, donations were solicited from the end of January to the beginning of February. A total of approximately ¥2.75 million was collected from a total of 5,500 employees and the entire amount is scheduled to be donated to the international humanitarian aid organization Japan Platform (JPF).

[North America]
Shiseido's business sites undertaking activities mainly in North America, which is situated adjacent to Haiti, requested donations by all employees via e-mail soon after the damage occurred Many employees immediately responded to the call.

Shiseido Americas Corporation
Shiseido Americas Corporation, which is responsible for the coordination of sales offices in North and South America as part of is operations, called for donations and also served as a point of contact for the American Red Cross. As a result of these efforts, a total of US$4,540 (approximately ¥410,000) was donated to Haiti through the American Red Cross.

Shiseido America, Inc. and Davlyn Industries, Inc.
At Shiseido America, Inc. and Davlyn Industries, Inc., which manufacture cosmetics for global markets, the Personnel Department served as a point of contact for accepting donations. A total of US$6,240 (approximately ¥500,000) was donated as relief aid to the American Red Cross, with the companies matching the collected amount.

Zotos International, Inc.
Zotos International, Inc., which is responsible for the manufacture and sales of professional products for beauty salons, has established donation points within respective business sites as well as introduced the Clinton Bush Haiti Fund website to enable direct donations. Contributions from business sites totaled US$2,090 (approximately ¥190,000), which was donated to Haiti via this fund.

Shiseido (Canada) Inc.
Overseas subsidiary Shiseido (Canada) Inc. has donated a total of C$1,500 (approximately ¥120,000) to the Canadian Red Cross as relief aid from the company and its employees. The Canadian government matched this donation as part of its measures to encourage support, whereby a total of C$3,000 (approximately ¥240,000) was donated to the Canadian Red Cross on February 12.

[Thailand]
Shiseido Thailand Co., Ltd.
Overseas subsidiary Shiseido Thailand Co., Ltd. remitted 100,000 baht (approximately ¥270,000) on February 22 via the Thai Red Cross Society.

Shiseido would like to express our deep and sincere condolences and sympathy to all earthquake victims and extend our wishes for the earliest possible recovery.

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12/25/2009

SHISEIDO LIFE QUALITY BEAUTY PROGRAM Receives "Beauty with Heart Prize" Corporate Philanthropy Award Special Prize
Since its foundation, Shiseido has sought to realize the desired beauty of each and every customer by utilizing accumulated research results both in terms of beauty-related products and services with the aim of enriching people's hearts and minds. As part of such efforts, Shiseido is promoting the SHISEIDO LIFE QUALITY BEAUTY PROGRAM.
This program was recently recognized by the Japan Philanthropic Association as activities that "realize corporate philanthropy that nurtures a sense of responsibility and pride toward one's own work." Accordingly, Shiseido received the "Beauty with Heart Prize" Corporate Philanthropy Award Special Prize (Japanese only).

Marking the seventh occasion of bestowing this honor, the Corporate Philanthropy Award was established by the Japan Philanthropic Association (Director: Yoko Takahashi) in 2003, in which awards are presented to companies or projects that have made a contribution in terms of resolving social issues or promoting sound social development. Selection criteria is based on three key points, namely, whether or not initiatives have a "community" or social nature as corporate activities that place a priority on relevant aspects including human rights and the environment; whether or not initiatives have a "pioneering spirit" that will create new social values by rejecting stereotypes or preconceptions; and whether or not initiatives have a broad "impact" as new 21st century business models.

The award-winning SHISEIDO LIFE QUALITY BEAUTY PROGRAM features activities that are being well received by many customers in Japan and overseas, whereby Shiseido employees offer various services including providing makeup advice free of charge for individuals with serious skin or emotional concerns. Furthermore, these activities enable participating employees to closely observe a change in customers' faces into lively expressions by means of Shiseido's products and services. This opportunity is also a moment in which they can realize that their work is contributing to society. Shiseido has continuously promoted these activities over many years by realizing that the cumulative effect of such initiatives will also nurture highly motivated employees who possess a wide spectrum of social values as well as a strong affinity and knowledge toward Shiseido products and business operations. Shiseido considers that being awarded this recent honor is the result of garnering high recognition in terms of nurturing responsibility and pride toward such work.
In order to remain true to the ideals of this award, all employees of Shiseido in Japan and overseas will continuously undertake concerted efforts to bring a smile to the faces of customers we encounter throughout the world by utilizing Shiseido's "power of cosmetics."

Perfect Cover Foundation series

Facility for persons with disabilities in Shanghai, China

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12/25/2009

Presentation Ceremony Held for 27th Hanatsubaki Prize for Contemporary Poetry
Shiseido held a presentation ceremony on December 3, 2009 for the 27th Hanatsubaki Prize for Contemporary Poetry at Lounge FARO SHISEIDO, which is situated on the 11th floor of the Tokyo Ginza Shiseido Building.
The Hanatsubaki Prize for Contemporary Poetry was established in 1983 as part of Shiseido's initiatives to support art and culture. Amid indiciative trends of aliteracy or improper usage of Japanese in recent years, the current event marks the 27th time to present this award, in which Shiseido has been continuously promoting this activity with a desire to contribute to rediscovering the genuine power of words and create an enriched society filled with expression and imagination through supporting people involved with modern poetry and writing poems.

The prize-winning work at this time, Midori, Sono Hibi o Sugite , is a collection of poems by Tatsuya Iwanari, which depicts his feelings and numerous memories of his wife who passed away last year. A portion of his work along with its selection and evaluation and other relevant information are introduced in the December 2009 issue of Shiseido's Hanatsubaki cultural magazine.
Four poets served as this year's screening committee members: Masato Inagawa, Cyuuei Yagi, Toshiko Hirata and Sadakazu Fujii.
With regard to selecting and evaluating this work, chairperson Cyuuei Yagi commented, "These are not poems to commemorate his beloved wife. It is a work with solid development and composition based on the "death and conversion" of man and wife.
Prize recipient Mr. Iwanari was born in Kyoto in 1933. He began writing poems when he was a student and has since consistently continued to write poems even after joining a company. He has previously released a number of books of poetry, including Leonard no Fune ni Kansuru Danpen Hosoku published in 1969, and has received the 19th Toson Shimazaki Memorial Award from Rekitei in 1981 and the 20th Takami Jun Award in 1989.

Nearly 120 associated persons and members of the media took part in the presentation ceremony, in which President & CEO Shinzo Maeda of Shiseido Company, Limited gave remarks as host and awarded the prize. Mr. Iwanari spoke thereafter, stating, "This collection of poems is not my words, but rather a collection of what my deceased wife evoked through me." He received a warm round of applause from all those in attendance.

Presentation of the 27th Hanatsubaki Prize for Contemporary Poetry

Mr. Iwanari expressed his delight in receiving the prize

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12/4/2009

Renewal of Braille Beauty Care Booklet and Additional Booklet for Men
It has been reported that in Japan there are currently approximately 350,000 visually impaired persons. As a result of a proposal from visually impaired persons within the Company in 1984, Shiseido proposed and developed beauty-related educational materials including braille beauty care booklets, braille labels for identifying products and labels to get a rough idea of the remaining volume of a product being used. Lectures for visually impaired persons also have been developed at the grassroots level through mutual consensus with schools for visually impaired persons regarding the importance of cosmetics, in which Shiseido has recommended makeup techniques to high school students using these booklets. Today, these lectures have been expanded in various areas for persons with disabilities and people at senior care facilities.
From 1987, Shiseido produced A Time for Beauty , a compilation of beauty-related information issued quarterly on cassette tapes (currently in CD format). These are donated to facilities supporting visually impaired persons, including approximately 100 braille libraries throughout Japan, and are used by roughly 4,000 persons on an annual basis. From 2002, Shiseido made "A Time for Beauty and Shiseido Listener's Cafe" (Japanese only) available on its website to offer basic beauty-related information such as cosmetics application techniques and appropriate amounts to use. The information is continuously updated for everyone's enjoyment. For details, please visit the site at http://www.shiseido.co.jp/listener/html/ (Japanese only).

Two types of braille beauty care booklets, including skincare and makeup booklets for women, were previously developed and used as part of the SHISEIDO LIFE QUALITY BEAUTY SEMINAR program for visually impaired persons. In commemorating the bicentennial of the birth of Louis Braille (born 1809 in France) who invented the braille system this year, the two booklets Beauty Care (For Women): Shiseido's Hair Care and Body Care for female participants and Skincare and Hair Care Text: Shiseido's Beauty Care for Men for male participants have been added as well as audio CD format of all beauty booklets.
Visually impaired persons from inside and outside the Company cooperated in the development process by considering various points, including "revising booklets by selecting key points of beauty care and reducing the number of pages for easy use," "using water-repellent paper to enable readers to carry out beauty care while checking the braille text with wet hands in the bathroom," and "using 22-point font size for letters printed along with braille to enable easy reading for persons with weak eyesight," as well as "adopting braille printing that will maintain its form with repeated use" and "adopting 0.4mm dot height for easy reading."

Shiseido will continuously provide support to realize its corporate message "This moment. This life. Beautifully," for all customers through complimentary beauty seminars and the SHISEIDO LIFE QUALITY BEAUTY SEMINAR program for senior citizens and persons with disabilities. Additionally, respective booklets are distributed at these seminars held throughout Japan for visually impaired persons and are also lent out to Braille libraries nationwide.

Four volumes of braille beauty booklets and CD beauty booklet

Braille labels for identifying products, labels to measure the remaining amount of product being used and A Time for Beauty CDs featuring beauty-related information

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12/4/2009

Initiatives of Shiseido Social Welfare Foundation and Shiseido Sales Co., Ltd. to Protect and Nurture Children
The Shiseido Social Welfare Foundation was established in commemoration of the centennial anniversary of Shiseido's foundation and is conducting social contribution activities with a particular focus on promoting the welfare of children and women. Additionally, Shiseido Sales Co., Ltd. was established in 1927 and has since been conducting locally based sales activities in respective areas in Japan while also broadly developing local social activities and promoting activities in cooperation with the Shiseido Social Welfare Foundation in recent years. At this time, we will introduce initiatives directed toward protecting and nurturing children.

Gifu Branch, Chubu Branch Office of Shiseido Sales Co., Ltd. Participated in Gifu Orange Ribbon Relay
In Japan, the month of November is designated as Child Abuse Prevention Month. The Gifu Orange Ribbon Relay was held on November 14 as part of the nationwide Child Abuse Prevention Orange Ribbon Campaign. Under the slogan "Protect innocent small eyes looking to the future" , a total of 328 runners participated in the event and ran along three courses wearing orange sashes in order to

raise citizens' awareness toward preventing child abuse, which is increasing every year in Gifu Prefecture.
Gifu Branch Manager Seiichi Orito volunteered to take part as a runner, in which he completed the run as an anchor while more than 500 spectators watched at the goal with applause and cheers. A number of branch employees also were there to cheer him on, coming together as one to lend their full support to the event and serving as members of the local community.

Gifu Branch Manager Seiichi Orito running in the relay

Beauty Enhancement Seminar for Moms Raising Children Conducted by Hokkaido Branch Office of Shiseido Sales Co., Ltd.
In response to a request from the Kosho Child and Family Support Center, an affiliate organization of the Japan National Council Child and Family Support Center, a Beauty Enhancement Seminar for moms raising kids was held on November 15 for 60 mothers with concerns about child care. Following a lecture on interpreting children's minds from drawings presented by a psychologist at the Kosho center, Naoko Kato from Shiseido Sales Co., Ltd.'s Hokkaido Branch Office, who is in charge of the Kosho area, conducted a makeup demonstration using a model and provided tips for busy moms, thereby realizing a collaborative seminar by a child care specialist and beauty specialist.
As evidenced by the cheerful voices from participating mothers in seeing new makeup products, the seminar content empathized with today's moms who "want to be beautiful" while also having concerns about child care, and many requests were received for holding another seminar in the future. During this seminar, General Manager Toshihoko Shimizu of the Planning Department and General Manager Mikiko Seto of the Training Department at the Hokkaido Branch Office enthusiastically commented, "We would like to continuously promote activities that will make local people happy through such social contribution efforts."

The seminar was also introduced in the morning newspaper of The Hokkaido Shimbun and by Sapporo Television Broadcasting

Independence Support Lecture for Children's Institutions in Gunma Prefecture Conducted by Kanetsu Sales Division II of Shiseido Sales Co., Ltd.
On November 15, a seminar entitled "Discovering Your Own Appeal" for junior and senior high school girls living in six children's institutions in Gunma Prefecture was held at Niijima Gakuen Junior College in Takasaki city. The seminar was implemented in cooperation with the children's institutions, the college, Shiseido Social Welfare Foundation and Shiseido Sales Co., Ltd. to promote the independence of children in respective care facilities. Various measures including thorough preparation, easy-to-understand practical guidance and meticulous teamwork contributed to a successful seminar as reflected by the high level of satisfaction of the 16 children and 7 staff members who participated.
The two-part seminar consisted of a lecture entitled "What are good manners?" and a session on cosmetics techniques, thereby giving participants the opportunity to seriously consider proper grooming and appearance as a member of society" for the first time. The time passed quickly and the youth were impressed with the lecturer's guidance as well as the Shiseido staff's professional manner during the practical demonstration. In the end, everyone extremely pleased and said that they would like to participate again next year.
It was also the first occasion for Beauty Consultants who were involved in the seminar to interact with underprivileged children having no home or family. Reiko Kataoka, who is in charge of the area and took the initiative in managing the event, commented, "I was extremely happy to see the expressions of participants gradually turning into smiling faces. We would definitely like to utilize such experiences in our future activities."

Seminar participants including high school girls and staff members of Kanetsu Sales Division II

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11/13/2009

Promenade Ginza and Hanatsubaki Avenue in Japan
In 1965, the Meiji Centenary Commemorative Grand Ginza Festival was held to celebrate the 100-year history of the Ginza district in the spirit of the residents who live there. Collectively organized by all members of the Ginza Street Association and town council, the festival was highly anticipated by participants and residents alike.
Various events have since been held during Promenade Ginza in recent years to enable customers who visit Ginza to enjoy more of the district. This year, tea rooms were established at 10 locations on the East-West blocks that cross Ginza Ave., in which so-called Ginchakai tea ceremonies representative of Japan's well-established culture of omotenashi (hospitality) were conducted. Additionally, the 2009 GINZA International Jazz Festival was held, with guests including Sadao Watanabe being invited to perform at the Kabuki-Za Theater, which is scheduled to be torn down and reconstructed. Other events included the Ginza Haccho Jinja-meguri stamp rally, in which participants went around to eight shrines in the Ginza area and collected stamps at each location visited. Shiseido co-sponsors this annual event and Shiseido flags designed by Toshio Yamagata, General Manager of Shiseido Co., Ltd.'s Advertising Creation Department decorate the street. During this year's month-long period from October 1 to November 1, purple flags were raised along main streets including Chuo Street and Harumi Street.

The Ginza 8-chome area, where the Tokyo Ginza Shiseido Building is located, was previously known as Izumocho since the area was developed by the Matsue Han (Matsue Clan) in the Edo era. In honor of this history, Shiseido plants camellia trees presented by Izumo city in the neighboring areas along Hanatsubaki Avenue as well as sets up flags created by Shiseido designers four times each year in the spring and summer and during the Christmas and New Year holidays, thereby brightening up the area. Streets are also illuminated during the Christmas season in line with the lighting of the Christmas tree at Restaurant L'Osier, which is on the first floor of the Head Office. This year, the illumination is scheduled to take place for two months from November 13, 2009 to January 15, 2010.

Promenade Ginza 2009 flag

Additionally, neighboring companies and individuals of local stores conduct cleanup activities on the fourth Tuesday of each month along Hanatsubaki Avenue in the morning. Shiseido employees from the Head Office as well as staff members of Shiseido Parlour and The Ginza also participate every month in an effort to keep Ginza clean. A total of 16 years have already passed since these activities were initiated, whereby a total of 104 persons from Shiseido have participated as of the 170th event in October. It has been said that in their later years, Shiseido's founder Arinobu Fukuhara and his wife Toku bowed and paid their respects to stores along the streets when they took a stroll every morning through Ginza, even when the shops were closed. A sense of gratitude for the support Shiseido has received from Ginza has remained unchanged from that time.
Promenade Ginza 2009 flag

Illumination of Restaurant L'Osier (fiscal 2009)

Shiseido employees participating in Hanatsubaki Avenue cleanup activity

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11/13/2009

10-Sided Cardboard Box Design Receives Logistics Award at Japan Packaging Contest 2009
A newly designed 10-sided cardboard box introduced at the Kuki Factory in Saitama Prefecture (principal business: manufacturing of soap, shampoo, conditioner and other products) received the Logistics Award at the Japan Packaging Contest 2009.
This is the largest contest in the packaging field in Japan and is held annually by the Japan Packaging Institute with the aim of promoting the development and widespread application of superior domestic packaging and packaging technologies. Outstanding works were chosen by considering various elements, including materials, design, logistics, sales promotions, concepts, environmental-friendliness and appropriate packaging.

The 10-sided cardboard boxes are used for TSUBAKI and Super Mild hair care refill products.
The boxes feature a decahedral configuration, which has been achieved by removing the four corners of a conventional 6-sided box. This change increases the number of support pillars as well as the number of sides, which enhances the box's strength while enabling a 10% reduction in cardboard thickness. Additionally, the compact size of the box enables products to be efficiently packed without any space between products.

As a result, by realizing a 58% reduction in weight compared with conventional boxes and enhancing product transport efficiency by 1.5 times due to its compactness, this innovation is projected to enable a reduction of CO2 emitted annually during the manufacture of cardboard boxes and delivery of products by approximately 840 tons (equivalent to the amount of CO2 emissions of approximately 170 general households per year).

10-sided cardboard box and TSUBAKI refill product

Contents of 10-sided cardboard box

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11/13/2009

Implementation of Tsubaki Forest Tree-Planting Voluntary Activity
Shiseido was the first cosmetics company to be certified as an Eco-First Company in March 2009 in Japan. The Shiseido Earth Care Project was launched thereafter as an environmental project in which all Shiseido employees participate in carrying out environmental activities from various perspectives.

The Tsubaki Forest Tree-Planting Program is a part of such initiatives. This endeavor realizes a number of eco ideas solicited from employees by planting approximately 3,000 Japanese camellia trees and implenting a 10-year forest conservation program on about 1.7 hectares of land in the Tsubaki district in Wakayama Prefecture as a means of contributing to forest conservation and reducing CO2 emissions. Shiseido employees and their families conduct various voluntary activities such as planting trees and weeding in untended forests in cooperation with a forestry cooperative, thereby improving the ecosystems of various plant and animal species while aiming to develop a forest in which camellia, the flower used for Shiseido's HANATSUBAKI Mark motif and brand name, coexists with nature.

The first Tsubaki Forest Tree-Planting Activity was held on October 24, in which 108 persons participated centering on employees from the Kinki district and their families as well as employees from the Kanto region. Additionally, the Wakayama Prefectural mascot Kino-P also joined and supported the event.

Tree planting and weeding was carried out after a lecture from a staff member of the Wakayama Prefectural Government on various aspects including the "coexistence of living things" and the "effects of such operations on mountains." Participants planted seedlings in holes that were dug through their hard efforts using unfamiliar spades and encountered various difficulties dealing with hard soil and tree roots. Next to the seedlings, they posted wooden signs onto which they wrote their thoughts with the hope that the seedlings will grow and messages would come true. While weeding, participants enjoyed their work although they had difficulty getting accustomed to the long spades, which are not used on a daily basis. The event proceeded in an amiable atmosphere, in which local residents extended their warm support, offering famous Tonda No Mizu water and Kishu green tea Kinokaori during the breaks.

The expansive Wakayama coast can be viewed from the site of the Shiseido Tsubaki Forest. Shiseido will continue to contribute to the conservation of the natural environment through revitalizing mountains together with employees as well as through participating in local initiatives over the next decade.

Volunteers

Tree planting

Planted seedling and message

Kino-P with a Shiseido Tsubaki Forest sign

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10/9/2009

Fiscal 2008 Social Activities Award
The Social Activities Award is a program that recognizes Shiseido employees, either as individuals or groups, who are continuously involved in social contribution activities. The program was established with the aim of "creating opportunities to develop new activities by presenting awards to recipients and introducing their initiatives within the Company, thereby enhancing employees' awareness of social contribution." At the same time, this initiative is directed toward "introducing social values that have been acquired through social contribution activities into the Company and helping to improve operational perspectives and quality."
Shiseido has awarded a total of 135 activities (431 persons) since 1992, and 20 activities were awarded in fiscal 2008, which were selected from among 23 activities that were nominated by participants or were recommended by others.
Award recipients are presented with testimonials from the President along with donations being made for each award recipient to the Shiseido Social Contribution Club-Camellia Fund in honor of the recipient's dedication and accomplishments.

Among the fiscal 2008 award recipients, we will introduce two activity examples at this time that specifically utilized their primary business, namely, "volunteer activities, including giving haircuts to Mongolian orphans and offering instruction on cutting hair" (Daniel Salce, Zotos International, Inc.) and "volunteer activities, including charity bazaars at senior care facilities" (Shiseido Dah Chong Hong Cosmetics Ltd. in Hong Kong).
Daniel Salce inherited the spirit of compassion from his late grandmother and has been participating in volunteer activities through Lifeqwest International, which has been promoting initiatives for over 10 years to save street children in Mongolia. There are a significant number of people in Mongolia who are not able to afford even a haircut. For 10 days, Mr. Salce gave haircuts to more than 180 underprivileged children in Mongolian villages and also offered basic instruction on how to cut hair. Upon having seen the smiles on people's faces after receiving a haircut, he was inspired to continue this activity in the future.
Additionally, Shiseido Dah Chong Hong Cosmetics Ltd. has been providing beauty care services to help make people in senior care facilities look more beautiful and feel brighter. At a birthday party held at the center, an elderly woman expressed her appreciation by holding the hands of a Shiseido employee. Although her family rarely visits the facility, she was extremely delighted to participate in the party. Shiseido employees were impressed with this activity, which not only brings happiness to participants but also enriches employees' minds, and they will continue to participate in as many volunteer activities as possible.
Shiseido would like to expand the number of employees who contribute to society through such initiatives and link these efforts to achieving higher quality in our operations.

Daniel Salce conducting volunteer activities that include giving haircuts to Mongolian street children and providing instruction on how to cut hair

Residents of the senior care facility and members of Shiseido Dah Chong Hong Cosmetics Ltd.

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10/6/2009

Participation in Relay for Life Japan 2009 in Miyagi
On September 12-13, 2009, Relay for Life was held in the Tohoku region for the first time at the Tohoku Electric Power Natori Sports Park Medeshima Stadium in Natori City, Miyagi Prefecture.
Relay for Life is a charity event, in which cancer patients, their families and supporters form a team and take turns walking in the stadium for 24 hours to build an awareness about cancer prevention and finding a cure for the disease. Local volunteer groups, patients' associations, companies and organizations as well as individuals participated in various ways to support patients and their families who took turns walking for 24 hours.
In this event, a total of 15 Shiseido employees from Kita Nihon Sales Division within the Tohoku branch office of Shiseido Sales Co., Ltd. and Social Affairs and Consumer Relations Department of the Head Office formed a team and walked as well as provided additional support through offering beauty care services.

With regard to beauty care, various services such as makeup application, manicures and hand and foot massages were made available at \500 each with proceeds donated to the cause. Shiseido employees were delighted to hear, "Let's try again and take another walk!" from people who came in feeling tired and gained their energy after receiving treatment. Approximately 500 people participated the event, which was less than expected due to a short preparation period after the decision was made on short notice for holding the event; however, we were able to offer beauty care to 47 people and present donations amounting to a total of \38,850 including contributions, which were collected in advance, to Relay for Life Japan 2009 in Miyagi.

Additionally, comments were received from Shiseido employees who participated in the event for the first time such as, "I would be glad, if in even the slightest way, I was able to support social contribution activities directed toward curing cancer," "I was able to help local members by participating in regional activities," and "I hope to keep up the spirit and participate the event again next year." As we are in an era in which cancer is said to affect all people, we would like to support such activities, hoping these efforts will become ingrained in local communities.

Shiseido team

Conducting beauty care activities

Presenting donations

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9/24/2009

Shiseido Received Minister of Health, Labour and Welfare Award at a National Awards Presentation Ceremony as an Excellent Example of an Enterprise Employing Persons with Disabilities
On September 2, Shiseido received the Minister of Health, Labour and Welfare Award 2009 at a national awards presentation ceremony as an excellent example of an enterprise employing persons with disabilities as nominated by the Association of Employment Development for Citizens, Tokyo.

On that day, former Minister of Health, Labor and Welfare Yoichi Masuzoe and President Toshikazu Togari of the Japan Organization for Employment of the Elderly and Persons with Disabilities greeted participants and commendation certificates were presented thereafter in recognition of being "an excellent example of an enterprise employing persons with disabilities," "the best poster of publicizing Disability Employment Support Month" and "good example of improvement of a workplace for persons with disabilities." Shiseido received the award at this time in recognition for being a company with an employment rate of persons with disabilities (2.88% as of June 2009) surpassing the rate stipulated by law, which has been achieved through continuous efforts to employ persons with disabilities via its special subsidiary, Hanatsubaki Factory Co., Ltd. Additionally, Shiseido was acknowledged for promoting other measures such as conducting follow-up training and interviews during the first and second year after joining the company to enhance employee motivation, as well as internal enlightenment activities and promoting barrier-free offices and training sites directed toward creating a comfortable work environment.

Shiseido is seeking to "realize normalization" with the aim of becoming a company in which all employees including women, the elderly and persons with disabilities can enthusiastically work with a shared sense of enjoyment. Regarding employees with disabilities, Shiseido establishes mottos conveying efforts to "place serious expectations on employees," "consider certain needs, but not according special treatment" and "actively support employees who want to put forth their best efforts." By firmly establishing these ideas in the Company, Shiseido is actively assigning meaningful work to such employees rather than support tasks as a means of nurturing rewarding careers.
Specifically, at the Hanatsubaki Factory Co., Ltd., which was established in January 2006 as a special subsidiary centering on developmentally challenged individuals with the aim of "creating a workplace in which all employees can work with enthusiasm," 22 developmentally challenged individuals are currently working at three sites, including in Sumida, Shiodome and Osaka. Placing the highest priority on quality, employees at the Sumida worksite carry out processing and set tasks, including activities such as labelling makeup products, while employees at the Shiodome office and respective offices in Osaka are involved in office service operations including cleaning, resource recovery and processing of confidential documents, thereby contributing to creating a clean and comfortable office environment. These activities were highly regarded in the Company from their inception and received the fiscal 2007 Shiseido President's Award for Special Service.
As the award recipient, Shiseido will continuously strive to promote active employment and develop a workplace in which employees can gain a sense of satisfaction.

Mr. Koji Kubo, Diversity Group, Personnel Department, receiving a certificate of commendation

Hanatsubaki Factory Co., Ltd.

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9/24/2009

Shiseido Supports Areas Affected by Typhoon Morakot in Taiwan
Typhoon Morakot, which hit Taiwan on August 8-9, caused major damage in southern areas including Kaohsiung and Tainan, with over 690 casualties and 76 persons still missing as of September 8. With regard to affected residential urban areas, cars and houses are buried in sediment up to their roofs, necessitating full-scale rescue activities using military boats and courageous voluntary support activities to be undertaken.

Taiwan Shiseido Co., Ltd. established a countermeasure headquarters on the following day (August 10) to confirm the safety of Shiseido employees and business partners. At the same time, executives of Taiwan Shiseido, led by Chairman Kuo Shiang Lee, responded to the disaster by taking measures such as visiting stores that have been affected by the disaster to offer consolation while also donating various materials, including Honey Cake Soap, totaling roughly ¥4.5 million to the Red Cross Society of Republic of China. This donation was presented together with a monetary contribution of approximately ¥4 million from Taiwan Shiseido Group employees.
Additionally, Taiwan Shiseido employees visited the homes of disaster victims and conducted relief activities, during which residents commented: "We cannot eat or even drink water and we cannot sleep at night. Tears keep falling when I think about what our lives will be like in the future. After one week since the typhoon, you are the first to visit our house."

Shiseido would like to extend our deepest condolences to people who lost family and friends as well as convey our deepest sympathy to disaster victims and hopes for a swift recovery.

Store of a business partner affected by typhoon (photo taken around August 15)

Donation from Taiwan Shiseido to Red Cross Society of Republic of China

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9/24/2009

Held SHISEIDO LIFE QUALITY BEAUTY SEMINAR in Shanghai
Shiseido has been continuously promoting a number of initiatives based on the concept that makeup and beauty techniques can support people who have certain skin, psychological or physical concerns due to various factors. These activities are collectively undertaken by the SHISEIDO LIFE QUALITY BEAUTY PROGRAM, in which various programs are conducted including "concealing techniqes and makeup advice for individuals with serious skin concerns such as birthmarks and scarring," "Beauty Seminars for individuals dealing with cancer and other diseases," "Beauty Seminars at hospitals and facilities for the elderly" and "Beauty Seminars for persons with disabilities and disseminating beauty care information in Braille and audio formats."
Additionally, the SHISEIDO LIFE QUALITY BEAUTY SEMINAR, another program promoting these efforts, is a community-based activity initially developed in Japan and extending to respective countries worldwide for senior citizens and people with disabilities based on the desire that each and every person lead a beautiful and healthy daily life.

On July 24, a SHISEIDO LIFE QUALITY BEAUTY SEMINAR was held at a facility for people with disabilities in Shanghai, in which a total of 30 persons participated including visually impaired and physically challenged persons and volunteer staff. During this seminar, advice was provided for roughly one hour on how to use cosmetics as well as the latest cosmetics information and skincare and makeup methods that can be done personally. Original compact cosmetics were presented to participants after the seminar to use the products at home.
We received a delightful comment from a participant's mother, who said, "I have never seen my daughter so beautiful. Not only did her face become more beautiful, but I also felt that her heart became beautiful in seeing her smiling face. As a mother, I was so impressed." Additionally, Shiseido's local staff also commented, "As I assisted in the beauty treatment, I found that the expression of participants became brighter. I sensed this and I felt as if my mind also became pure and beautiful."

Shiseido will continuously undertake efforts to improve quality of life (QOL) for people everywhere through beauty and cosmetics techniques.

Providing makeup advice at a facility for people with disabilities in Shanghai

Materials translated into Chinese for the seminar

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9/7/2009

Shiseido's Advertising Creation Department Collaborates with Save the Children Japan for Bring Your Kids to Work Day
Shiseido has been holding Bring Your Kids to Work Day as a means of addressing the Law for Measures to Support the Development of the Next Generation that is promoted by the Japanese government. On this day, elementary and middle school children of Shiseido employees are invited to the Company where various activities are organized, including a talk with the President, a visit to employees' workplaces and a business card exchange activity. This year marks the fifth annual holding of the event, which was initially held during the summer holiday period in fiscal 2005.
Various programs are developed every year for this day with the aim of accomplishing the three goals of "expressing the Company's appreciation for employees and their families," "promoting Work/Life Balance" and "encouraging independecne through deepening children's understanding and insterest toward work." In this year's program, which was held at the Shiodome Office on August 21, a business card exchange as well as other activities were conducted such as creating original advertising posters as well as an educational session about children living in refugee camps.

As part of the poster design activity, a photographer who works exclusively for Shiseido took individual photos of the children in their favorite pose and the children then used the images to create original advertising posters. A designer from Shiseido's Advertising Creation Department advised the children in ways to create an effective advertisement.
The educational session on children living at refugee camps was organized to enable children to learn about the current world situation and international cooperation while enjoying themselves. The workshop was cooperatively held with Save the Children Japan, a non-governmental organization that is one of the organizations supported by Shiseido's Camellia Fund. In addition to introducing a story using picture cards about girls from Sierra Leone to whom Save the Children provided assistance this program provided an opportunity to learn about various aspects related to refugee camps while considering what refugee support involves as well as introducing support activities carried out by Save the Children. By encouraging employees to voluntarily participate in the workshop processes, this activity has opened up opportunities for new voluntary activities and contributed to opening the mind of employees regarding contributing to social activities.

Additionally, Bring Your Kids to Work Day is being held not just at the Shiodome Office, but is spreading throughout the Shiseido Group, in which employees of factories, research centers and sales companies are voluntarily organizing similar activities. This year, we were able to host a total of over 200 children through the Bring Your Kids to Work Day held at the Shiseido Research Center, Kakegawa Factory and Managing Division of Kyushu Area.

Advertising Creation Department designer guiding children during poster activity (Shiodome Office, Japan).

Learning about the daily life of children at refugee camps through a collaboration with Save the Children Japan (Shiodome Office, Japan).

Identifying cotton fibers and artificial fibers, observing the status of water and oil in emulsion and microorganisms using a microscope (Kakegawa Factory, Japan).

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8/21/2009

Summer Holiday Project for Children at Shiseido Art House in Japan "Let's Make Traditional Japanese Painting on Paper Fans" Workshop
As part of its initiatives to contribute to art and culture, while cultivating the next generation in local communities, Shiseido Art House holds annual workshops for children in conjunction with exhibitions scheduled to coincide with the start of the summer holidays.

This summer, in conjunction with the exhibition "Attractive Japanese-style Paintings Featuring Flower, Birds, Wind and the Moon" held from July 3 to September 27, a children's art workshop entitled "Let's Make Traditional Japanese Painting on Paper Fans" was organized on August 1 and August 2, 2009. Traditional Japanese-style painting restoration specialist and a part-time lecturer at the Joshibi University of Art and Design, Ms. Ayako Koga, who is also directing the restoration of traditional Japanese-style paintings owned and stored by Shiseido Art House, was invited as a guest lecturer at the workshop to enable elementary and middle school children to experience this unique style of art for the first time. A total of 10 children participated in the highly successful event on the first day and nine on the second day.

At first, the children were puzzled by the unfamiliar paints used for this style of painting, but soon began to create vivid images as they became accustomed to the medium. Participating staff was amazed at the splendid results produced by the children. Each brilliant work of art depicted a heightened sense of creative freedom and promising potential. After they finished painting, the children held up their fans and with big smiles made comments such as, "It was hard to paint, but I enjoyed it," "It was surprising because the powder turned into paints" and "Are there going to be more workshops like this one? I want to do it again!" Additionally, many comments were also received from the accompanying parents such as, "I want to try painting as well," "The children seemed to be really enjoying themselves. I was envious and wanted to join in," and "We are looking forward to participating in the event next year."

This traditional style of painting has been practiced in Japan for more than a 1,000 years over the course of Japanese history, taking form in the decoration of such items as folding screens, scrolls and panels of sliding doors. The paint used in traditional Japanese-style painting is made from glue and powdered colorants and is very fragile and difficult to handle. This delicate quality of the paint makes the medium ideal for expressing the Japanese spirit of appreciating a fleeting moment of beauty in nature. However, this style of art is rarely taught in Japanese art education today, except for specialized departments (including Arts and Sciences). In this respect, the workshop offered a valuable experience for all who participated.

Shiseido Art House will work to continuously convey the richness of art and culture to children through such workshops together with exhibition activities.

Children at the workshop

Children using Japanese painting tools for the first time

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8/6/2009

Cooperating in Teaching Beauty Techniques at the Comprehensive Welfare Equipment Exhibition "Eye Festa 2009 in Wakayama" for Visually Impaired Individuals
On July 26, 2009, Eye Festa 2009 was held at the Wakayama City Fureai Center in Wakayama, Japan. Eye Festa is a regional event organized at the respective branch offices of the Japanese Retinitis Pigmentosa Society (JRPS), in which comprehensive welfare equipment for visually impaired individuals is exhibited and consultation in areas including medical, daily life and beauty is provided. In cooperation with this event, Shiseido held a SHISEIDO LIFE QUALITY BEAUTY SEMINAR as part of its beauty contribution activities upon receiving a request to participate in the event from the JRPS Wakayama Branch Office.

Eye Festa 2009 in Wakayama was organized under the theme of establishing treatment methods for retinitis pigmentosa and aiming to improve the quality of daily life for those with the disorder. In relation, organizers from the JRPS Wakayama Branch Office said that "Despite having a visual impairment, a person wants to act positively and women specifically want to wear beautiful makeup."

Shiseido hopes to support individuals who have certain skin concerns or psychological or physical stress through the power of cosmetics. This seminar was part of such initiatives. Additionally, Shiseido has established and has been promoting a program since fiscal 2008 to enable the president, directors and as many employees as possible to participate in these types of seminars as an opportunity to reconfirm the "power of cosmetics." For this event, employees of Shiseido Sales Co., Ltd.'s Kinki Branch Office offered advice on suitable colors and application methods according to individual participants based on the theme "feeling positive through makeup."

A total of 14 persons participated the morning and afternoon sessions of the seminar. During the sessions, participants looked at themselves using a magnifying glass and were happy to see their faces with makeup. Also, they were extremely pleased and could not resist smiling as one of the guides providing assistance said to the participants, "Your complexion became brighter when you applied foundation!" and "That lipstick suits you really well!"
Employees who participated in the seminar were encouraged by the power of cosmetics from the moment participants showed their pleasure and smiles lit up their faces.

Participants at the "feeling positive through makeup" seminar

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7/14/2009

Promotion of Eco Processing of Beauty Consultant Uniforms
In regard to the disposal of Beauty Consultants' uniforms for which the issue period for use has ended, from 2009 Shiseido will shift from thermal recycling, which reuses heat generated during incineration, to chemical recycling, which uses coke ovens to produce chemical raw materials. The new recycling method enables complete recycling of fibers into materials such as chemical raw materials with no residues (ash) after processing. Additionally, there are almost no CO₂ emissions, thereby enabling a significant reduction compared with conventional incineration processing.

Approximately 10,000 Beauty Consultants are currently carrying out their activities at storefronts including department stores, general merchandise stores, drug stores and cosmetics specialty stores in Japan. Two sets of uniforms are issued every three years for the spring-summer and autumn-winter seasons to every Beauty Consultant, in which a total of 50 tons of uniforms previously have been incinerated annually through thermal recycling, emitting approximately 100 thousand kilograms of CO₂. With the adoption of eco processing using chemical recycling, the uniforms will be 100% recyclable to be reused as new resources, while also achieving almost no residual ash and CO₂ emissions. Shiseido will implement this method jointly with Nippon Steel Corporation, which has developed chemical recycling processes, and Mitsubishi Corporation, which has built a business scheme related to fiber recycling.

In line with "Eco-First Company" certification acquired in March 2009, Shiseido has made commitments to society to pursue global environmental preservation activities that are unique to Shiseido including "proposing a new lifestyle that connects 'beauty' and 'eco-friendliness'" based on the corporate message of "This moment. This Life. Beautifully." Shiseido will continuously undertake efforts to actively promote various initiatives directed toward realizing a recycling-oriented society.

	Eco-First Mark
Beauty Consultant uniformyFor spring-summerz

* Eco Mark (system approved by the Japan Environment Association) will be attached to new uniforms to be issued from October 2009 (for autumn-winter).
Eco Mark

Shiseido's Eco-First Commitment (Summary)

1. Shiseido will actively pursue initiatives to prevent global warming.
2. Shiseido will actively pursue initiatives to realize a recycling-oriented society.
3. Shiseido will actively propose activities for realizing a society characterized by the beautiful coexistence of humankind and the planet Earth, both inside and outside the company.

In addition to verifying the progress of these initiatives and reporting the results to the Ministry of the Environment, Shiseido will officially announce these results through its website and other channels.
http://www.shiseido.co.jp/e/csr/envi/communi.htm

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6/30/2009

Shiseido Conducted Smile Class at Hino Gakuen Public Elementary and Middle School in Tokyo's Shinagawa Ward
Shiseido supports learning through workplace experience and holds classes at area schools as part of its local community activities. In 2008, seventh and eighth graders from Hino Gakuen, a public integrated elementary and middle school in Tokyo's Shinagawa Ward, visited the company for workplace experience. We also oversaw a "Smile Class" for 172 eighth graders as part of Hino Gakuen's civics class.
The Beauty Solution Development Center, which is one of Shiseido's business locations in Shinagawa Ward in Tokyo has cooperated with Hino Gakuen to accept middle school students to offer lectures on the "basics of greetings" and "Shiseido's history and product development process" as well as carrying out programs such as workplace experience at MASA salon, a beauty salon located in the same building as the center. Smile Class has been conducted since 2008 with the aim of improving communication skills.

Smile Class has been organized for middle school students based on Shiseido's many achievements in research related to facial expression, and has been designed to enable students to realize the importance of being open-minded and conveying one's thoughts to others while teaching the effects of a smile as well as ways to create a warm smile.
On June 22, Ms. Ruriko Takano and Ms. Haruna Yamanami (lecturers), who are promoting facial expression research, conducted lessons together with other 14 Shiseido staff members on various topics, including "facial expression," "my smile," "level of smile," "facial muscle program" and "smile competition."

The Hino Gakuen teachers stated, "Face-to-face communication skills are declining compared with before. This is most likely due to the recent changes in society in which there is less contact with local communities as a result of the spread of the nuclear family." In response, students who participated in the class presented comments such as "From now on, I would like to make it a point to keep a friendly smile on my face," and "Since I want people around me, including myself, to live comfortably, I will try harder to consider my impression on others and keep smiling."
Shiseido will further promote its research to strive to create opportunities for considering good communication with others through conveying the positive impact of a smile on oneself or others as well as the importance of a smile to children.

Presenting SMILE PASSPORT to class representative

Slide showing "degrees of a smile" used in lecture

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6/26/2009

Shiseido Receives Work-Life Balance Prize at the 2nd Diversity Management Awards Sponsored by Toyo Keizai, Inc.
On June 15, 2009, Shiseido received the Work-Life Balance Prize at the 2nd Diversity Management Awards sponsored by publishing company Toyo Keizai, Inc. Vice President and Representative Director Kimie Iwata and Corporate Officer Mitsuo Takashige of Shiseido Company, Limited participated in the awards ceremony, which was held at Toyo Keizai, Inc. in Tokyo, Japan.
The Diversity Management Award was established in 2008 (sponsored by Toyo Keizai, Inc.) with the aim of recognizing companies that are upholding diversity management in their corporate philosophies and are taking leading roles in promoting the implementation of diversity management, a method that utilizes diverse human resources as an important management asset.
Shiseido received this award as a result of earning a high reputation for its achievements as a result of introducing various systems to create a comfortable work environment for women.

An overview of systems for which Shiseido was recognized include the establishment and availability and use by nearby companies of Kangaroom Shiodome, an in-house childcare facility (2003); nationwide introduction of Kangaroo Staff system, which dispatches staff to replace personnel who are engaged in beauty-related jobs and taking time off for child-rearing (2007); and implementation of activities as an organizer of the School for Work-Life Balance, in which a total of 34 leading companies from various industries are participating as a venue for discussing the promotion of work-life balance (fiscal 2004- fiscal 2006). Additionally, in fiscal 2008, Shiseido introduced new or revised personnel systems, such as excluding employees who are on leave for child-rearing from consideration for job transfers that would require them to relocate, while also establishing programs to allow spouses to accompany their partners when transferred within Japan and take time off when transferring overseas. In other initiatives, Shiseido has also promoted a campaign to encourage males to participate in child-rearing.

Publication related to the School for Balancing Work and Personal Life (written and edited by the Gakushuin University Research Institute for Economics and Management; Publisher: Dai-ichi Hoki Co.,Ltd.) (* Link:Japanese only)

In the opening remarks of the awards ceremony, Vice President and Representative Director Iwata stated: "Shiseido was among the first to realize various programs to support balancing work and child-rearing, and today, there are scarcely any employees who leave the Company due to childbirth or child-rearing. However, we still have issues directed toward the next step. First is to improve the environment in which female employees who are going through the life stage of child-rearing are able to advance their careers to reach management levels after returning to the workplace rather than just working and being protected by the system. Another issue is to create a climate in which it is commonplace for male employees to participate in child-rearing. To realize this, instead of evaluating one's work based on long working hours, we need to review how each and every employee works and how we can enhance productivity. Up until now, we have focused on improving the environment for women who are going through the life stage of child-rearing; however, our goal is to advance our initiatives to review ways of working for all employees in the future."
Shiseido intends to further promote initiatives to create a positive balance between work and personal life for all employees with the aim of creating greater value and realizing improved productivity.

Vice President and Representative Director Kimie Iwata (left) receiving the award

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