In 1989, Shiseido compiled and enacted its "Corporate Ideals" as a governing guideline for its corporate practices and employee activities in fulfilling the company mission to contribute to not only the welfare of Shiseido but to the betterment of society as a whole. The Corporate Ideals outlined here comprise of two parts -- our Corporate Mission and Criteria for Corporate Activity. They are directly influenced in philosophy and theory by the Five Shiseido Principles laid down by our first president, Shinzo Fukuhara in 1921 and which have served as the foundation of our business operations since then.