To continue sustainable growth for the next 100 years and beyond, Shiseido aims to become a company that is trusted and needed by consumers and societies around the world. To that end, it is important that we continue to provide value to all of our stakeholders from a medium-to-long-term perspective. Based on our management policy, "To Be the Most Trusted Beauty Company in the World," we will challenge social issues by fostering beauty innovation through our businesses while emphasizing environmental, social, and governance (ESG) management to ensure that Shiseido remains vital in the years ahead. In addition, we will also proactively work toward the Sustainable Development Goals (SDGs) adopted by the United Nations. As a member of global society, we believe that we should contribute to the realization of a sustainable world from a long-term perspective.
Shiseido's sustainability strategy is a growth strategy that targets both solutions to social issues and business expansion. To foster sustainability for all stakeholders, we have selected three priority areas—Person (Consumers), Community (Society), and Planet (Environment). From among these areas, we have selected key issues that directly affect society's expectations and our businesses, and we are addressing these issues on a priority basis and periodically revise them, with consideration for such factors as changes in the market environment.
Sustainability Strategy Overview
Priority Issues for Sustainability
Creating Social Value with Our Businesses
Shiseido's business activities are centered on "beauty innovation." Beauty can deliver a wide range of benefits, including confidence, energy, health, and happiness, and thus provides extremely important social value. Moreover, Shiseido's unique technologies and activities can offer solutions to the issues and various concerns of people around the world. Therefore, we believe that we can contribute to the realization of a better society through our business activities. We also believe that our human resources play the central role in achieving this purpose. Through aggressive investment in human resources, Shiseido will strive to implement business activities that create social value and resolve social issues.
Creating Social Value through Our Businesses Centered On Beauty Innovation
Collaboration with the International Community for Realization of the SDGs and Other Initiatives
Based on a proposal by the United Nations, the SDGs are a set of 17 goals and 169 targets for realizing a sustainable world by 2030. All member states of the United Nations are called upon to strive to achieve these goals. Shiseido announced its participation in the United Nations Global Compact (UNGC) in September 2004, and is in support of its ten principles in four fields. We also signed the Women's Empowerment Principles (WEPs), a joint initiative between UN Women and the UNGC, in September 2010, and collaborate with UN Women and various stakeholders for the implementation of the WEPs. Moving forward, we will continue to strengthen our efforts to contribute to the achievement of the SDGs.
Principal Fields of Activity
We have identified the following important fields of activity in which we can make contributions over the medium-to-long term.
Shiseido aims to create beauty for consumers and to fill the world with smiles by thoroughly understanding consumer attitudes toward beauty and providing safe products and services that can be used with peace of mind. On the other hand, there are people who face difficulties in following lifestyles that are true to their inner selves due to appearance concerns, stereotypes, and prejudice. Using the know-how that we have accumulated over many years, we aim to support the realization of a society in which everyone can choose from diverse values and lifestyles and create their own style of beauty.
View examples of specific initiatives
Consumers' quality of life can be greatly affected by changes in their appearance, such as side effects of cancer treatment, birthmarks, dark spots, vitiligo, and skin irregularities (scars, burn scars, etc.). To help resolve these types of serious concerns for skin or appearance, Shiseido offers a service called "Life Quality Makeup" that provides free makeup advice. Shiseido is advancing the global development of Life Quality Makeup, striving for a society that promotes greater happiness for people the world over.
Perfect Cover Foundation
Perfect Cover Foundation, which was developed by Shiseido, helps to resolve such concerns as portwine stains, nevus of Ota, very dark spots, vitiligo, and skin irregularities, which can be difficult to achieve with ordinary foundation, and covers skin color changes due to side effects from medical treatment. In October 2017, we launched the Perfect Cover Foundation MV Series, which offers enhanced functionality. It is long-lasting, less likely to stain clothing, and easy to use. In addition to Japan, the product is currently available in certain markets in Asia. To extend the "Improvement of Quality of Life with Cover Makeup" activities around the world by 2020, we are aiming to expand into more markets and are advancing our research and information development activities.
Shiseido Life Quality Beauty Center
The Shiseido Life Quality Beauty Center was established in Ginza, Tokyo in 2006 as a special facility for teaching consumers how to use Life Quality Makeup and offering advice. In private, individual rooms, our experts provide consultations about particular skin concerns and recommend the best makeup. Subsequently, they offer advice to make sure that the consumers can use the makeup effectively by themselves.
Shiseido Life Quality Business
Shiseido started the Shiseido Life Quality Beauty Seminar in 1949 as a special beauty class that taught students who were graduating from high school how to use cosmetics in order to maintain an appearance appropriate for an adult. Since that time, striving to provide beauty for all consumers, we have undertaken seminar activities throughout Japan for more than 60 years. These activities are intended to help various participants maintain and improve their quality of life.
From July 2013, we have been providing fee-based seminars on how to maintain an appearance appropriate for a working professional and conducting seminar activities that leverage the power of makeup to resolve the issues of an aging society. In addition, we also offer lectures on maintaining one's appearance at facilities and schools for persons with disabilities.
Empowering Women and Education on Gender Equality in Collaboration with UN Women
The realization of a society that accepts diversity is an important and urgent issue. Shiseido is focusing on the empowerment of women, who are deeply significant to our business. In collaboration with UN Women, a UN agency that promotes gender equality and women’s empowerment, we will promote education on gender equality for young people.
Cosponsoring "Happy Women's Day—To Me in the Future"
On March 8, 2018, we commemorated International Women's Day. Together with BuzzFeed Japan Corporation, we cosponsored "Happy Women's Day—To Me in the Future," a discussion-based event supporting women and men alike in living their own lives. Activities included a discussion with special guest Christel Takigawa and a lecture by a Shiseido researcher about the power of pink, which was selected as the symbol color of the event. Through these types of events, Shiseido aims to realize a society in which women can be proud of being women and in which all people can enjoy dynamic lifestyles.
Gender Equality Workshops
In collaboration with UN Women, we are sponsoring gender equality workshops for young consumers (principally high school students), who will become future leaders. These workshops encourage young consumers to learn about the variety of gender issues in society as well as to take a personal stand on them and to make presentations to the public, from raising issues to formulating countermeasures. In 2018, which will be the second year of our involvement, we will expand the scope of participants to high schools across Japan, and take steps to involve more students. Representative schools that are selected in regional qualifying competitions will make presentations to government institutions, private-sector companies, NPOs, and other institutions at a conference, which will be held in Tokyo in October 2018.
Promoting the Independence of Women in Bangladesh
Since 2011, Shiseido has been promoting activities for women in rural areas of Bangladesh in order to improve their social status and support their success. These activities include the sale of Les DIVAS skincare products, which were developed especially for the local region, as well as educational activities, such as workshops related to health, hygiene, and nutrition. In these ways, we are helping to empower women and improve their lifestyles. Through these activities, we are aiming to leverage our know-how in order to advance our business operations while at the same time contributing to the resolution of the social issues of the women who live in these rural areas.
In addition to the workshops, we launched a new initiative in 2018. In seven regions around Bangladesh, we screened a short movie that promotes the independence of women in these areas. This movie visually communicated the worldview of "Shining Original Beauty," which is the brand concept of Les DIVAS. We hope it helps women in Bangladesh recognize their own original beauty and encourage them to think about their own lifestyles.
Ethical Supply Chain
The UK Modern Slavery Act 2015 was enacted in the United Kingdom to address the issues of slavery, forced labor, and human trafficking, and this type of legislation is now under consideration in other countries. The relationship between business and human rights has been the subject of growing attention in recent years. Shiseido believes that a supply chain that is ethical in terms of both environmental and social factors, including not only the Company but also its business partners, is essential for business continuity. Shiseido has focused on environmental and labor issues related to its businesses. In 2017, we established our policy on human rights and are advancing ethical business activities with enhanced consideration for regional communities and the global environment.
(Dialogue with experts on human rights)
View examples of specific initiatives
Initiatives to Address the Palm Oil Issue
The demand for palm oil, which is a raw material for food and cosmetics, has been drastically increasing in recent years. Tropical rainforests have been illegally logged for the development of large-scale plantations of Elaeis guineensis, which is the principal source of palm oil. The influence of these activities on endangered wildlife and on global warming from reduced forests is becoming a serious issue. In addition, in recent years growing attention has been paid to forced labor and other human rights issues. In order to support the certified sustainable production of palm oil, since 2010, Shiseido has been participating in the Roundtable on Sustainable Palm Oil (RSPO), which was established with the aim of conserving the environment and promoting and operating a sustainable palm oil industry. In 2018, we formulated the Shiseido Group Sustainable Raw Material Procurement Guidelines and are aiming to transition all of our palm oil to RSPO certified raw materials by 2020.
Participating in Sedex
Supplier Ethical Information Sharing Platform (Sedex) is a non-profit organization that aims to realize ethical, responsible business practices in the global supply chain. Sedex provides the world's largest platform for managing and sharing ethical supply chain data. Shiseido joined Sedex in August 2017 and registered the Kakegawa Factory (Japan) on the Sedex platform. Going forward, we will steadily register our in-house factories. We will aim to realize an ethical supply chain by objectively evaluating and enhancing social and environmental initiatives in our supply network.
Shiseido believes that environmental conservation, which is directly connected to people's lives, and the promotion of sustainable manufacturing are essential for passing on a beautiful planet to the next generation. Our goal is to both grow our businesses and minimize environmental impact in our value chain, not simply by addressing environmental concerns but also by implementing such measures as the development of containers that are both easy to use and beautiful. While offering appealing products and services to consumers, we will also raise their awareness and encourage eco-friendly behavior.
View examples of specific initiatives
Shiseido formulated its "Production Eco Standards" in 2010 to serve as environmental standards for product design. In addition to environmental friendliness, we are emphasizing design and ease of use. As we moved forward with the development of eco-friendly containers, we focused on mechanically recycled PET* resin. We resolved issues presented by cosmetics containers, such as varying thicknesses and complicated shapes, and since 2015 we have been using mechanically recycled PET resin in containers for SEA BREEZE body soap. In the future, we will continue working on such initiatives as sustainable containers and the utilization of paper for related items.
* High-purity, high-quality PET resin produced by using heat, vacuum, and other processing to decontaminate resin from PET bottles that have been sorted, flaked, and washed. Its manufacturing generates less CO₂ emissions compared with those of conventional recycling methods.
Please refer to the "Sustainability" section of the Shiseido Group corporate website.