In order to heighten employee awareness toward social contribution with the aim of putting into practice "With Our Employees," which is stated under the declaration of corporate conduct "THE SHISEIDO WAY," Shiseido is striving to create a corporate culture in which each and every employee has a perspective toward resolving social issues.

The Shiseido Social Contribution Club - Camellia Fund, an employee organization designed to encourage social contributions, was founded in 2005. Group employees who share its goals make monthly contributions from their salaries to groups selected from the three standpoints of improvement of social issues surrounding women, quality of life improvements through cosmetics and environmental conservation. Administered by employees who either volunteer or are recommended by their peers, the organization also helps to collect donations from employees in the event of natural disasters.
In addition to current employees, the club welcomes participation by employees who have reached Shiseido's mandatory retirement age, as well as shareholders who elect to enroll in the Social Support Group Contribution benefit program. Shiseido also donates money and other items to aid recipients in proportion to Camellia Fund contributions. In fiscal 2008, the club donated ¥3.08 million in shareholder contributions to the WWF (World Wide Fund for Nature).
On May 22, 2009, a donation presentation ceremony of the Shiseido Social Contribution Club-Camellia Fund was held at Shiseido’s Shiodome Office. Donations collected during the second half of fiscal 2008 were presented to the following eight organizations on the day of the ceremony. During the event, in addition to expressing their appreciation, representatives of respective recipient organizations also reported on the achievements of their activities in fiscal 2008 and future plans regarding the use of contributions.

Steering committee and recipient
organization members listening to
activity reports from
representatives of respective
recipient organizations.

Presentation ceremony of
donations collected during
the second half of fiscal 2008.
Presented by steering committee
member Ms. Nakajima (left) to
Ms. Hasegawa (middle) and Ms.
Shiozawa (right) of
XP (Xeroderma Pigmentosum)
Association Japan.

United Nations Development Fund
for Women (UNIFEM)

UNIFEM is a United Nations fund promoting the independecne of women in developing nations. The world population is approximately 6.7 billion, in which one-fifth of the population is living in extreme poverty on less than one dollar a day, and 70% of these people are women. Two-thirds of the roughly 900 million illiterate people worldwide are also women.UNIFEM develops various projects for women who are still suffering from the dual discrimination of being both poor and a woman. Donations are offered as funding for micro-finance programs for Afghan women, thereby promoting the economic empowerment of women.

All Japan Women's Shelter Net

Shelters are safe houses dedicated to helping women and children who have escaped domestic violence<*> recover emotionally and physically so that they can make a fresh start. One in three Japanese women are said to have experienced some form of domestic violence. In addition to providing livelihood support to victims, shelters help with a variety of procedures and offer emotional support. Donations are used to provide daily necessities (clothing and pharmaceuticals) to women who flee to the shelter with only the clothes on their back.

* Domestic violence: Any of a variety of acts of violence between domestic partners.

Shiseido Social Welfare Foundation

Donations are used to fund the Shiseido Child Welfare Scholarship Program and to provide childcare seminars. The Shiseido Child Welfare Scholarship Program provides an annual stipend of ¥500,000 to five exceptional students who live in children's homes as a result of experiencing child abuse, divorce or the death of one or both parents, and plan to attend a university or other educational institution as a precursor to becoming involved in the child welfare field. The number of cooperating univiersities is increasing every year. Childcare seminars, which are held in conjunction with child and family support centers at 15 venues nationwide, feature expert speakers who help parents resolve their child-rearing concerns and make new friends.

XP national meeting in
November 2008

XP (Xeroderma Pigmentosum) Association Japan

Xeroderma Pigmentosum (XP) is an incurable disease whose patients have a high probability of developing cancer when their skin is exposed to ultraviolet light. Many patients also exhibit neurological symptoms as well as gait and breathing disorders, and many die before reaching adulthood. Donations are used in an effort to slow the progress of the disease by preventing exposure to ultraviolet light, for example through the use of sunscreen and protective clothing, by funding the manufacture of protective clothing, to provide daily necessities (such as gloves, hats, and UV-blocking film), to offset the cost of study groups, and for other purposes.

©WWF Japan

World Wildlife Fund (WWF)

The World Wildlife Fund is a non-governmental conservation organization involved in a wide range of initiatives to conserve the planet's overall natural environment . Rich tropical rain forests like the Tesso Nilo in Sumatra, Indonesia, are undergoing a dramatic transformation as their area shrinks rapidly due to illegal logging and the clearing of land for plantations for harvesting raw materials to develop paper pulp and palm oil, ingredients used in the manufacture of cosmetics. The expansion of protected areas is urgently required, and a decision was recently made to partially expand these protected areas due to the efforts of relevant activities. Donations are used to support the fund’s conservation activities.

©UNHCR

Japan association for UNHCR
(Japan Committee of the United Nations High Commissioner for Refugees)

Japan for UNHCR is the official Japanese support arm of the United Nations organization responsible for offering protection and assistance to refugees and displaced persons who have fled their homes due to conflict or serious human rights violations. Roughly 80% of refugees and displaced persons are women and children. In refugee camps in Nepal, where more than 100,000 Bhutanese refugees are taking shelter, female refugees are making sanitary towels from cloth. Supplying sanitary products will improve hygiene while funds earned from weaving cloth also help to support economic independence. Donations are used to support the businesses of female Bhutanese refugees.

Save the Children Japan

Save the Children Japan is a UN-approved, non-governmental organization (NGO) dedicated to children's issues. Devoted to the principles expressed in the United Nation's Convention on the Rights of the Child, in an effort to improve the lives of the world's children, their families and their communities, the group is currently involved in a variety of programs in more than 120 countries. These programs are extended in broad areas including educational support, food aid and nutritional guidance, child abuse-related isssues and emergency assistance in disaster situations. Donations are used to fund programs conceived to improve the health of mothers and children as well as improve the nutrition of children in Asian agricultural villages.

The Nature Conservation Society of Japan (NACS-J)

The Nature Conservation Society of Japan (NACS-J) is a non-governmental organization (NGO) supported by membership fees and donations and is committed to resolving natural conservation issues worldwide through policy recommendations and discussions based on scientific research. NACS-J continuously promotes activities by seeking ways to ensure the sustainability of abundant nature and human life benefiting from its blessings. Donations are used to urgently respond to protecting diminishing natural areas such as the Awase Tidal Flats in Okinawa as well as developing a new model to conserve nature and other initiatives such as public surveys and environmental education activities to create a society in which each and every person undertakes efforts to protect nature.

TOPICS

Shiseido Offers Seminar for Families of Xeroderma Pigmentosum (XP) Patients

Shiseido Social Contribution Club-Camellia Fund is an employee organization dedicated to supporting the activities of NPOs and NGOs through donations and volunteer work.
Shiseido employees recently volunteered at the first national conference to be held by XP (Xeroderma Pigmentosum) Association Japan, one of the organizations supported by the club, at Aichi Health Plaza in Aichi Prefecture on November 1 and 2. Staff from Chubu Sales Division I, II of the Chubu Branch Office, held a seminar for the families of XP patients entitled “Using Sunscreen Cosmetics.”
Xeroderma Pigmentosum (XP) is an incurable disease that causes patients to develop cancer at a high rate when exposed to ultraviolet light, which patients must avoid by wearing protective clothing and applying sunscreen on a daily basis.
Shiseido held its first seminar for families of XP patients, for whom sunscreen is an essential product, in 2007. During 2008, the Company demonstrated proper techniques for applying and removing sunscreen cosmetics for 50 groups of patients’ family members and provided one-on-one counseling.
In addition to seminars, the national conference included lectures by dermatologists, opportunities for patients and their families to meet and share information, a puppet play designed to raise awareness of XP, and other events. Employee volunteers from Shiseido helped look after XP patients’ children.

“Using Sunscreen Cosmetics” seminar

One-on-one counseling after the seminar

Shiseido has been donating money and sunscreen cosmetics like Anessa to XP patients since fiscal 2000, and Shiseido Social Contribution Club-Camellia Fund has supported XP patients since fiscal 2005, including by coordinating employee donations and volunteer activities, and holding seminars.
For more information about Shiseido Social Contribution Club-Camellia Fund activities,

The Social Activities Award was conceived to increase employee awareness of social contribution by recognizing employees (either as individuals or groups) who are involved in social activities on an ongoing basis. Winners are selected from a list of candidates consisting of individuals who have put their own names forward or been recommended by others. A donation of ¥2,000 is made for each award to groups supported by the Shiseido Social Contribution Club-Camellia Fund, in honor of the recipients' dedication and accomplishments.

Shiseido's support of employees' social activities derives from the belief that improving oneself through involvement with society leads to growth of not only the employee but also the company.

Since 1993, Shiseido's Social Studies Days Program has allowed employees to participate in social contribution activities instead of coming to work for up to three days each year. A total of 90 days were utilized under this system in fiscal 2009, in which participants took this time to hone their skills to be used for volunteer and social contribution activities, and to register as volunteers.

Under a program introduced in 1998, Shiseido matches participation in volunteer activities by employees, retired employees, and their families by supplying products such as shampoo and soap to welfare facilities. In the fiscal year ended March 2009, 17 activities were undertaken through this program.

A picture book was issued in March 2009, which was developed through proceeds collected at the Developing Countries Education Support Bazaar held on September 5, 2008.
Folk tale picture book “Present from my Father”
1,000 books were published each in the Burmese and Karen languages and were then distributed in refugee camp facilities, including libraries, schools and hospitals to be read by over 140,000 refugees, many of who are children. Native language picture books being made available at refugee camps, where books are overwhelmingly scarce, will help children in terms of fostering literacy and inspiring dreams, hope and conveying ethnic culture.

“Present from my Father” in the Burmese
and Karen languages

Developing Countries Education
Support Bazaar

Shiseido supports the TABLE FOR TWO (TFT) concept and has participated in TFT activities in the cafeteria at the Shiodome Office since July 1, 2009. TFT is a new social contribution program originating in Japan, which started with the aim of resolving "unbalanced diets" in "advanced nations where there is sufficient food" and "developing countries where there is a lack of food," thereby making people healthy in both advanced and developing countries.
Under this program, low-calorie and nutritiously balanced, healthy meals are offered and priced ¥20 higher than the regular menu at the cafeteria. The ¥20 from each meal will be donated to TFT to be used in school meals for local children in Africa.
This small increase in price is enough to support one school meal for a child in Africa. At the cafeteria of the Shiseido Shiodome Office, a menu that was introduced last year to address metabolic syndrome as a means of improving employee health was established as the "TFT participation menu," whereby donation activities are being carried out twice a week on Monday and Thursday. (Menus addressing metabolic syndrome are usually sold at ¥500, whereas the respective menu is sold at ¥520 by adding ¥20 for donations on the days of implementing TFT activities.) Participants in this contribution activity are provided with a good opportunity to consider one's health as well as the issue of world hunger, and the program is steadily taking its root at this location.

Properly balanced meals with less
than 700 kilocalories,
low salt and fat content are
introduced to contribute
to employees' health.

On September 19, 2008, Shiseido donated 1,264 T-shirts that had been used by beauty consultants in a summer promotional campaign to the nonprofit organization (NPO) Sengoku International Judo Hall.
Previously, the company had collected clothing used in promotional campaigns and other events as part of its risk management strategy. Eager to put the clothing to use in a manner that would benefit society, when the promotional campaign ended in Japan the Shuto Ken Sales Division II of Shiseido Sales Co., Ltd. donated the T-shirts to Sengoku International Judo Hall. The clothing is to be gradually delivered to disadvantaged children in Indonesia by spring 2009.
Sengoku International Judo Hall, a NPO dedicated to contributing to international exchange through judo by teaching the sport to Indonesian children, has some 150 registered students of elementary school age. President Motoko Sengoku sent Shiseido a note acknowledging the donation:
" I was eager to quickly hand out the T-shirts on September 25. The children love them, and their parents have been clamoring for more. I'm enclosing a photograph of the kids wearing the shirts. If you take a look at the joy in the beaming faces of these kids from Bali, I think you'll see that their smiles are a bit different from those of Japanese children. We're all truly grateful for your donation."

Shiseido's employees are eager to continue to grow by meeting and interacting with as many people as possible.

The number of children with various skin problems such as rough skin is increasing in line with the trend to begin using cosmetic products at a younger age. To address this issue, Shiseido is disseminating daily beauty information for children, including face washing and UV-protection methods in an easy-to-understand manner, thereby enabling children to become familiar with suitable ways to treat their skin and maintain beautiful skin for many years.

• ·Initiative to disseminate daily beauty information via "Beauty Club for Kids" website (Japanese only)
• ·Sampling activity of facial cleansing foam and sunscreen via school teachers
• ·Face-to-face awareness-raising activity at a special lesson at school

Face-to-face awareness-raising activity during a special lesson at school

In 2008, a hair and makeup artist from the Shiseido Beauty Creation Center served as an instructor at the Aichi Children’s Art University, which offers a range of courses in subjects including music, art, dance, and sculpture for elementary and middle school students living in Aichi Prefecture. Having been recommended in recognition of the artistry of Shiseido’s approach to expressing beauty, she threw herself into her responsibilities in the hope that the creative activities of the Beauty Creation Center would serve as a form of social contribution that improves children’s futures.

The course, entitled “I'm the Canvas!? The World of Show Makeup,” was offered on September 20, 2008. Students ranging from the fifth grade to middle school age experienced what it’s like to live the dream of being a model, gaining an understanding of the power and fun of cosmetics as well as of the rich possibilities of self-expression.

Mieko Ueda gives a demonstration.
Photography: Ryoji Yamauchi

Transformed by show makeup!
Photography: Ryoji Yamauchi

voice

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.

Students learning through
workplace experience

The “Smile Class” at Hino Gakuen

voice

In every era, children are the treasure of humankind. As a member of society, Shiseido believes that supporting the healthy development of the children who will be the leaders of the next generation is one of the Company's natural obligations. Founded in 1972, the Foundation is working to improve the environment in which children live and grow through aid activities such as human resources development programs for workers at child welfare facilities.

Overview of Activities

1. Global training programs(Japanese only)

(1)

Overseas Training Program, which seeks to increase the skills of key employees at child welfare facilities

34th Overseas Training Program in Wellington (New Zealand)

(2)

Japan-based Invitational
Asian Training Program,which seeks to help workers at child welfare facilities in Asian nations master welfare skills

Participants in the Japan-based Invitational Asian Training Program visit a children's home (in Osaka)

(3) High School Student Asia Volunteer Support Program, conceived to foster sociability and independence

Participants in the High School Student Asia Volunteer Support Program visit a facility for disabled children (run by the Salvation Army in Singapore)

2. Domestic Training Programs(Japanese only)

Domestic Training Support Program, which works to improve the specialization of workers at child welfare facilities

Family Counselor Central Training (at Shiseido's Shonan Training Institute)

Childcare Workshop Supporting the Education Function of the Family (at Shiseido's Shonan Training Institute)

3. Regional Activities(Japanese only)

(1)

Childcare Seminars, which provide useful information to mothers and fathers how have concerns about how to raise their children

Family Support Center ASUNARO Child development Square (Ishikawa Prefecture)

(2)

Worker Training Program, which seeks to improve the support skills of workers at community-based counseling centers

Worker Training Program
(at Shiseido's Shonan Training Institute)

For details, please click here.

4. Publishing Program(Japanese only)

Children and Motherhood Worldwide (Japanese edition), a publication dedicated to improving child welfare in Japan by collecting and disseminating a broad range of information related to child welfare from a global perspective

Children and Motherhood Worldwide information magazine (published April and October)

5. Program Supporting Independent Living(Japanese only)

Aid to the Shiseido Child Welfare Scholarship program and the Independence Support Group, both of which seek to support social independence for residents of children's homes and foster children

“Etiquette, Manners, and Beauty Seminar” (at Shiseido Shiodome Office)

“Etiquette, Manners, and Beauty Seminar” (at Shiseido Shiodome Office)

“Etiquette, Manners, and Beauty Seminar” (at Shiseido Shiodome Office)

TOPICS

Self-support Activities of Shiseido Social Welfare Foundation

Children in a variety of difficult situations-for example, those whose parents have died and children who are unable to live with their parents-grow up under the care of children's homes or foster parents. However, once they graduate from high school they have to stand on their own two feet. At that time, they must leave the people who have cared for them in place of their parents.
Working with the Association for Celebrating Graduation from High School and the Start of Adulthood and the Association for Celebrating the Start of Adulthood for Foster Children, the Shiseido Social Welfare Foundation (Japanese only) held a course entitled "Etiquette, Manners, and Beauty Seminar" on Sunday, March 1, 2009, at its Shiodome Office in Japan. The Foundation invited 19 eighteen-year-old graduating high-school seniors from four care homes in cities in the Kanto region to participate.
After being congratulated by Takafumi Uchida, Shiseido Corporate Officer and Standing Director of Shiseido Social Welfare Foundation, the participants broke into groups by gender and learnt about appropriate standards of grooming and appearance for working adults.
The course was conducted by volunteers from Shiseido's Beauty Solution Development Center who gave up paid vacation days in order to participate in the course. The high schoolers were nervous at first, but you could almost see them being transformed into adults thanks to the volunteers' enthusiastic guidance. The boys' self-conscious smiles hinted that they weren't entirely disinterested in their new hairstyles and other changes.
After the seminar, a commemorative photograph was taken of each participant. The Shiseido photographer urged them to pose "a little bit like adults." The participants will receive these pictures in an attractive photo album together with a group photograph of the seminar participants, and they will also be given to their foster parents, children's home staff, and friends. One day in the future, once they've a little older, they will no doubt look through this album and feel a sense of nostalgia.
The photo session was followed by two parties held by the Association for Celebrating Graduation from High School and the Start of Adulthood and the Association for Celebrating the Start of Adulthood for Foster Children. The new graduates enjoyed games and competitions with presents, as well as a mini-concert with the VOXRAY (a vocal unit). When the high schoolers were overcome with tears as they gave thank-you speeches before the end of the party, many of the adults at the party were moved to tears as well, enveloping the Shiodome Office in an emotional whirlpool of laughter and tears as the sun set on Sunday evening after a day of rain.
During the 37 years since its establishment as part of the commemoration of Shiseido's 100th anniversary, the Shiseido Social Welfare Foundation has been a pro-active advocate for children's and women's welfare. The organization will continue its steady efforts in the hope that it can increase the number of smiling children and women, even just one at a time.
Shiseido's Shiodome Office was lit up by high schoolers smiles and tears over the weekend.

Mini-concert with the all-male cappella
vocal group VOXRAY

Greetings from members who actively
participated in internal volunteer activities

High-school boys paying serious attention
to hair arrangement technique

Based on the idea of "contributing to the local community as a means of expressing our appreciation up to this day," and in commemorating the 40th anniversary of its establishment, Shiseido Cosmetici (Italia) S.p.A. initiated the La Forza e il Sorriso (Power and Smile) program in April 2008, which offers free skincare and makeup services for cancer patients. For each event, six female cancer patients who are undergoing treatment with anticancer drugs are invited to the venues owned by the two associations of IEO (Istituto Europeo di Oncologia; established in 1994) and Attivecomeprima Onlus (established in 1973) with the aim of bringing back their smiling faces and mental vitality. This program is carried out in a warm and comfortable atmosphere, in which local staff members provide careful explanations regarding various aspects of makeup application, such as how to draw natural eyebrows that were lost due to the side effects of treatment in order to help patients be able to apply makeup on their own.
In addition to activities held in Milan, this program was held three times in fiscal 2008 with a total of 18 participants. The local staff could also reaffirm the "power of cosmetics" and sensed the meaning of this activity by seeing the delight of the patients. This program is being held approximately 1-2 times per month in 2009 (24 participants as of July 2009), and we will continuously undertake efforts to actively promote this program in the future. (Sponsoring body: Italian Association of Cosmetic Industries (UNIPRO)

Skincare consultation service

Shiseido Cosmetici (Italia)
S.p.A. employee (right)
offering makeup advice to participants

A social contribution group within Shiseido Thailand Co., Ltd was established to undertake various voluntary social contribution activities. As a follow-up to support facilities for women and AIDS treatment in fiscal 2008, Shiseido Thailand carried out activities in fiscal 2009 including beauty seminars at women’s shelters and elderly care facilities. Additionally, activities such as fund-raising are carried out every year, in which items including food, clothing and money collected from employees are donated to disaster victims or people in need through the Red Cross or elderly care facilties. Shiseido Thailand will continue its efforts to actively promote activities with a desire of developing the genuine courtesy of individual employees into major social contribution activities.

On June 6, 2009, Shiseido (Thailand) Co., Ltd. (hereinafter, "ST") held CSR Day under the co-sponsorship of the Corporate Social Responsibility Institute (CSRI) as part of its CSR activities, in which Dr. Pipat Yodprudtikan, Director of Thaipat Institute (Foundation for Thailand Rural Reconstruction Movement under Royal Patronage) was invited as a lecturer to improve ST employees’ knowledge on CSR. ST was recently selected as one of 50 companies in Thailand recognized as a company that places a continuous importance on CSR activities, which in turn, has enabled the Company to hold CSR Day as an educational seminar event.
Based on the concept of "Fair, Share and Care," all ST employees are undertaking CSR activities as part of their daily operations that can be carried out anytime, anywhere with the aim of providing superior services. At the same time, ST employees cooperate with each other and responsibly undertake initiatives from carrying out activities to making donations after activities are completed.
ST Managing Director Tatsuo Sudo gave a speech to all employees, in which he communicated the company's direction on CSR and advised everyone to keep in mind the spirit of omotenashi (hospitality) in their operations.

CSR Day

P- ST Managing Director
Tatsuo Sudo (left)
received a commendation certificate
for completing CSR Day from
Dr. Pipat Yodprudtikan (right)

This is an invitation for selected organization without any bad records of labor problem and following labor law properly.
SHISEIDO THAILAND was informed from the senior labor officer at the end of June 2008 that they were selected as the member of Female Labor Protection Network to work with Labor Officer. Shiseido Thailand accepted this invitation and according to the labor officer's indication, they appoint a staff to volunteer in participation in meetings every 3 times a year with responsibility to protect labor protection practice in own organization. The first meeting was held on November 2008 followed by the second meeting on September 2009 regarding New Labour Law and exchanging ideas on employee relations.
One of the reasons why SHISEIDO THAILAND was invited is that their majority of staffs are female and it will be able to support Labor Officer to observe and make advices as the watchdog for other organizations. SHISEIDO THAILAND committed to work as the labor consultant for employees to take care working condition, well-being, hygienic & safety, quality of work-life and so on.
In the meeting, all network members will share best practices of each organization and propose ideas on improvement of future legal practices to Labor Officers, to support each other in order to provide the good harmony in tri-parties system: Government + Organization + Female Employees. Every network member will also be invited in National Female Day in every March 8 of the year.

Shiseido Thailand employees carrying out
the seminar as a means of supporting women
who have lost the labor opportunity as a result
of household poverty

As a means of supporting women who have missed the opportunity of receiving education as a result of household poverty or domestic violence to actively participate in society, the IPSA team held a workshop on March 28, 2008, to teach makeup application techniques and share the enjoyment of becoming beautiful through cosmetics.

On August 28, 2008, a beauty seminar was held at an elderly care facility where senior citizens who have no one to depend on are looked after. Additionally, contributions and daily goods were donated by employees.

On September 26, 2008, a visit was made to a facility where women and children who have suffered from domestic violence or abuse are protected, and a workshop was held to convey the enjoyment of wearing makeup. In addition to donations and daily goods from employees, a special lunch was offered to all members at the facility.

On December 9, 2008, local elementary students joined on activity for planting mangrove trees, the number of which has been significantly reduced due to environmental degradation, as part of a tree-planting activity.

Shiseido NZ Ltd has chosen to support Look Good Feel Better over a number of years.
Look Good Feel Better is a free service offered to women undergoing treatment for cancer. The aim is to help restore and enhance the appearance of cancer patients both during and after treatment.
Guidance, information and makeover expertise is offered at special workshops around New Zealand.
A key contribution is made through the donation of product; around 3000 pieces per year. This product is used in both the workshops and given to participants to take home for continued use.
A group of employees from Shiseido NZ Ltd have recently attended Look Good Feel Better training sessions to enable them to volunteer at special workshops for cancer patients. The company have committed to supporting team members who would like to be involved in the workshops by allocating time within their work schedules for them to participate in the workshops.
In addition support has been offered in fund raising activities such a table at the annual ball, purchase of auction items and assistance at the Fine Homes Tour.

Volunteers on the Fine Homes Tour

Shiseido's AUPRES product line was selected as the sole sponsoring brand for the Chinese League of Women's "Feminine from the Heart: Educational Project to Cultivate an Ideal of Beauty for Chinese Women," a program conceived to improve the image of Chinese women. The project is being held in advance of the 2008 Beijing Olympics with the goal of cultivating the inner and outer beauty of Chinese women. Thus far, the Company has published an educational booklet about basic beauty knowledge (1.89 million copies) and held a series of Beauty Seminars in 20 cities including Beijing and Shanghai (more than 40,000 people have participated in a total of approximately 600 seminars).
From 2009 as well, Shiseido will continue proposing ways for Chinese women to cultivate a beautiful appearance through a variety of programs including Beauty Enhancement Seminars at companies, universities, and groups such as the Association of Women Mayors, as we strive to contribute to the beauty of Chinese women.

Educational booklet about basic beauty
knowledge for the "Feminine from the Heart"
project

"Feminine from the Heart
Seminar in Changsha

TOPICS

Shiseido Subsidiary Signs Sponsorship Agreement for World Expo Shanghai 2010

On December 26, 2008, Shiseido China Co., Ltd., signed an agreement in Shanghai with the Bureau of Shanghai World Expo Coordination to become the official cosmetics product sponsor for World Expo Shanghai 2010. This event, planned to be the largest world expo in history and China's first large national project to follow the 2008 Beijing Olympics, will focus on harmonious urban planning with the theme "Better City, Better Life."

Since its founding, Shiseido has provided both high-quality products and custom-tailored service while placing great importance on the "Spirit of Omotenashi," an approach that seeks to enrich customers' physical and emotional health and beauty. The company's decision to become a sponsor was based on its belief that its Corporate Mission ("We seek to identify new, richer sources of value and use them to create a beautiful lifestyle.") fits well with the World Expo Shanghai 2010 theme. Shiseido becomes the event's first Japanese corporate sponsor.

Mr. Hong Hao, Deputy Secretary General of the Shanghai Municipal Government and Director General of the Bureau of Shanghai World Expo Coordination, attended the signing ceremony and said, "That Shiseido has become a project sponsor of World Expo Shanghai is a sign of the company's enthusiastic approach to corporate social responsibility and of participation by Japanese companies in the Expo. I hope that Shiseido will join with our corporate partners to make a significant contribution to a successful and memorable Expo."(*)Masaru Miyagawa, President, Shiseido China Co., Ltd., joined other Shiseido officials in attending the event, where they affirmed the company's forward-looking approach to support for World Expo Shanghai.

Other Shiseido initiatives in China include a tree-planting program in the city of Lanzhou in Gansu Province and the Chinese White Dolphin Conservation Project. Going forward, the company remains committed to taking advantage of a range of opportunities to contribute to society.

Shiseido has become the cosmetics project sponsor for China's World Expo Shanghai 2010.
*Source: World Expo Shanghai 2010 Official Website (http://www.expo2010china.com/)
Article: Xu Sun
Photography: Xu Jiechen
Date: December 26, 2008