Shiseido
| KK Shiseidō
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| legal form | Kabushiki kaisha (joint stock company) |
| ISIN | JP3351600006 |
| founding | September 17, 1872 |
| Seat | Chūō , Japan |
| management | Masahiko Uotani |
| Number of employees | 33,000 (2015) |
| sales | $ 6.47 billion (2015) |
| Branch | Cosmetic products |
| Website | www.shiseidogroup.com |
KK Shiseidō ( Japanese 株式会社資生堂 , Kabushiki kaisha Shiseidō , English Shiseido Company, Limited ) is a Japanese manufacturer of cosmetics in the luxury segment as well as skin , hair and body care products and one of the oldest companies in this field worldwide. The group is now active in 71 countries and employs around 29,000 people, 1,000 of them in research. Shiseido is listed on the Tokyo Stock Exchange and is part of the TOPIX 100 stock index .
Company history
The former chief pharmacologist of the Japanese Navy Arinobu Fukuhara ( 福 原 有 信 , Fukuhara Arinobu ) founded the first western-style pharmacy in Japan in 1872 . The location was the Ginza in Tokyo . The name Shiseido comes from a Chinese expression from the I Ching and can be translated as “ praise the virtues of the earth, which brings new life and creates great values ” (literally: Shi = resources, Sei = life, Do = house).
Fukuhara knew how to combine western techniques with Japanese traditions and create new products such as B. In 1888 Japan's first toothpaste (instead of tooth powder) and in 1893 the Kakkegan vitamin tablets (against beriberi ) on the market. The 1897 introduced skincare medium Eudermine still exists today (revised 1997) and established the company's entry into the cosmetics business. In 1902 a western-style restaurant called Shiseido Parlor was opened, which still exists in the Shiseido building in Ginza and was complemented by the L'Osier restaurant in 1973 . 1906 was first skin-colored instead of the previous white skin powder available, from 1915, the hair tonic Flowline , from 1917 face powder in seven colors and in 1918 the cream Shiseido Cold Cream .
The company's founder and his son Shinzo were already engaged in product design and marketing at the beginning of the 20th century . Since 1915, according to the then popular Shiseido camellia hair oil, a stylized camellia has been a trademark of Shiseido and part of the logo (slightly modified in 1918 and 1974). Before Shiseido specialized in cosmetics, a falcon on toothpaste tubes, among other things, had been the company's trademark in the late 1880s .
As early as 1918, Shiseido launched 21 different perfumes . In 1923 the establishment of a retail store network in Japan began. In 1924 the company's own fashion magazine , Shiseido Geppo , was published for the first time (from 1933 called Shiseido Graph , from 1933 Hanatsubaki (German: Camellia)), which has a monthly circulation of 200,000 copies to this day . In 1927 the company was converted into a stock corporation and taken over by Fukuhara's son Shinzo, who had studied medicine and worked in the cosmetics sector in the USA and had worked in the management of Shiseido for several years . Shinzo's travels through the USA and Europe were also reflected in Shiseido's brand identity in the 1920s, which was characterized by Art Nouveau elements. In 1937 the Camellia Club for loyal Shiseido customers was launched in Japan for the purpose of customer loyalty , and it still exists today. In 1949 it was listed on the Tokyo Stock Exchange .
International expansion began in 1957 , initially in Asia ( Taiwan , Singapore and Hong Kong ). In 1962, originally as House of Zen (renamed Shiseido America in 1965 ), it entered the US market from Hawaii . The company has been present on the Italian market since 1968 . New Zealand followed in 1971 , Germany and France in 1980 , People's Republic of China in 1981 , and Australia in 1982 . Shiseido also benefited significantly from the times of great economic growth in Japan in the 1960s and continued to expand. In 1975 the eight- story Shiseido building, House of Shiseido , was inaugurated on the site of the first Shiseido cosmetics store in the Ginza district ( demolition and rebuilding 2011–2013). In the 1980s, when the demand for Shiseido declined, the French perfumer and artist Serge Lutens was hired to promote Shiseido's fragrances and cosmetics in the international market. He subsequently designed several Shiseido perfumes, the colors for Shiseido make-up (1989) as well as entire product lines and designed the interior of the Parisian Shiseido cosmetic salons, Les Salons du Palais Royal Shiseido (1992). The perfume company Serge Lutens belongs to the Shiseido group.
In 1987 Shiseido returned to the pharmaceutical field with the development of over-the-counter skin medication in collaboration with other manufacturers ; In 1993, the prescription drug Opelead was presented for the field of ophthalmology . In 1989 Shiseido established the Cutaneous Biology Research Center together with the Massachusetts General Hospital of Harvard University , a center for researching the function and structure of the skin . This collaboration lasted until 2009. 1991 launched the Shiseido hypoallergenic rice Fine Rice for rice allergies .
At the beginning of 2010, Shiseido announced as part of its global player strategy that it would take over the US mineral cosmetics manufacturer Bare Escentuals, founded in 1976, for a purchase price of 1.7 billion US dollars. The annual turnover of Shiseido in 2008 was around 5 billion euros, the turnover of Bare Escentuals around 380 million euros.
Production and research
In addition to the Japanese production sites in Kamakura , Kakegawa , Ōsaka , Maizuru and others, Shiseido also has other factories outside of Japan, including sites in the USA ( Oakland , East Windsor ), in France ( Gien (since 1991), Ormes (Loiret) (since 1999)) and in Asia / Oceania ( Chungli , Beijing , Shanghai and until 2008 Auckland ). The company's own research centers are operated in Japan ( Yokohama , Kanazawa , Tokyo), Southeast Asia ( Pathum Thani ), Europe (Paris), China (Beijing) and the USA ( East Windsor , Darien ).
Shiseido Germany GmbH
In 2010 the company celebrated its 30-year presence in the German and French markets. The German branch is in Düsseldorf and has been in the Medienhafen since 1995 . For Shiseido Germany GmbH the Shiseido offices are in Austria , Belgium , the Netherlands , Poland , Hungary , Czech Republic and Slovakia as well as the European Distribution Center in Duisburg for the European logistics of Shiseido products. There has been a separate magazine for Germany and Austria since 1999 - the biannual, free Shiseido magazine - with a total circulation of 126,000 copies in German.
Products and sales
Shiseido manufactures products for body, face and hair care. There are also perfumes and makeup. The company sells its products through its own shops and salons, perfumeries , beauticians and in Shiseido Beauty Lounges in department stores and perfumeries as well as wellness farms in hotels .
The company sells numerous different brands in different regional markets, product categories and price segments .
| HIGH PRESTIGE | PRESTIGIOUS | MIDDLE SEGMENT | MASS MARKET | PHARMACEUTICAL | FOOD |
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with the regional Shiseido brands:
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In addition, the following brands are sold in the low prestige segment, which are not marked with the Shiseido brand name:
- Ayura (skin care, Japan and Asia, 1995)
- Ipsa (skin care and makeup, Japan and Taiwan, 1987)
- D'ici la (luxury skin care, Japan and Asia, 1991)
- Ettuisai (youth skin care, Japan, 1992)
The medium price segment also includes:
- Za (decorative cosmetics in the middle segment, Asia except Japan)
- Kesho Wakusei (German: "Cosmetics Planet", low-priced girls' care line, Japan)
The Aupres , Hua Zi , Urara , Qi and Pure & Mild product lines are specially designed for the Chinese market .
In addition , the Shiseido Group bought the brands Carita Kosmetik (1986, formerly French), Zotos Haarpflege (1996, formerly US-American), Decléor Kosmetik (2000, formerly French) and Sea Breeze Cosmetics (2000, formerly US-American). The majority stake in the US men's cosmetics line ZIRH , acquired in 2000, was sold again in 2007.
In addition, the Parisian subsidiary Beauté Prestige International has owned the perfume divisions of the fashion brands Issey Miyake , Narciso Rodriguez , Elie Saab , Azzedine Alaïa , Zadig & Voltaire and, since 2000, the cosmetics brand NARS and formerly Jean-Paul Gaultier (since 2016 : Puig) to Shiseido.
Other brands, such as the 5S cosmetics line (with its own boutiques in North America in the late 1990s), were discontinued.
The company is also active in the area of high-performance liquid chromatography via Shiseido HPLC and in the area of hyaluronic acid (pharmaceuticals, cosmetics, food) via Shiseido Sodium Hyaluronate .
Cultural sponsorship
Shiseido sponsors various cultural events, including cosmetics exhibitions . The group also has its own art galleries:
- Shiseido Art House (1978), Kakegawa (200 km west of Tokyo)
- Shiseido Corporate Museum (1992), Kakegawa
- Shiseido Art Gallery (1919), Tokyo (now in the basement of the Ginza branch)
Web links
- Shiseido Deutschland GmbH website
- Japanese website from Shiseido
- Shiseido corporate website
- Beauté Prestige International by Shiseido
Individual evidence
- ↑ a b Shiseido 2015 Annual Report , accessed May 13, 2016
- ↑ Shiseido company history - Founding of the Shiseido pharmacy in 1872 ( Memento of the original from January 13, 2014 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. , shiseido.co.jp, accessed September 26, 2010.
- ↑ Shiseido company history ( Memento of the original from January 13, 2014 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. , shiseido.co.jp, accessed September 26, 2010.
- ↑ Shiseido company history - The first international products: Eudermine ( Memento of the original from January 13, 2014 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. , shiseido.co.jp, accessed September 26, 2010.
- ↑ Shiseido company history - The early products ff. ( Memento of the original from January 13, 2014 in the Internet Archive ) Info: The archive link was automatically inserted and not yet checked. Please check the original and archive link according to the instructions and then remove this notice. , shiseido.co.jp, accessed September 26, 2010.
- ↑ Shiseido company history - 1918 The camellia sign ( Memento of the original from January 13, 2014 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. , shiseido.co.jp, accessed September 26, 2010.
- ↑ Shiseido company history - 1960s: Age of Photography ( Memento of the original from September 27, 2013 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. , shiseido.co.jp, accessed September 26, 2010.
- ↑ Shiseido company history - advertising: Serge Lutens ( Memento of the original from September 27, 2013 in the Internet Archive ) Info: The archive link was automatically inserted and not yet checked. Please check the original and archive link according to the instructions and then remove this notice. , shiseido.co.jp, accessed September 26, 2010.
- ↑ Massachusetts General Hospital - Cutaneous Biology Research Center , massgeneral.org, accessed September 26, 2010.
- ↑ Shiseido company history - Fine Rice ( Memento of the original from January 13, 2014 in the Internet Archive ) Info: The archive link was automatically inserted and not yet checked. Please check the original and archive link according to the instructions and then remove this notice. , shiseido.co.jp, accessed September 26, 2010.
- ↑ Cosmetics industry: Shiseido buys Bare Escentuals in the USA In: Handelsblatt Online on January 15, 2010, accessed on January 15, 2010.
- ↑ Press release: 30 years of Shiseido Deutschland GmbH (PDF; 170 kB), kosmetikverband.de, February 2010.
- ^ Relaunch of Shiseido magazine , pmi-publishing.de, accessed: September 26, 2010.
- ↑ Shiseido Group Brand Portfolio , shiseido.co.jp, Annual Report 2003.
- ↑ Shiseido Company History - Cultural Activities ff. ( Memento of the original from January 13, 2014 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. , shiseido.co.jp, accessed September 26, 2010.
