Shiseido Men Marketing Strategy 2024: A Case Study

Shiseido Company, Limited, a renowned Japanese cosmetics producer, is set to revolutionize the men’s skincare market with its cutting-edge marketing strategy for Shiseido Men in 2024. As men’s grooming trends continue to evolve, Shiseido Men aims to establish itself as a leader in the male skincare industry through innovative branding, strategic campaigns, and high-quality products.

With a strong focus on understanding consumer needs and preferences, Shiseido Men has positioned itself at the forefront of the men’s beauty market. By leveraging its expertise and reputation as a trusted skincare brand, Shiseido Men aims to capture the growing demand for male grooming products and cater to the unique requirements of its target audience.

Through meticulous market research and analysis, Shiseido Men has identified key trends, preferences, and pain points in the male skincare landscape. This valuable insight has been the driving force behind the development of a comprehensive marketing strategy that encompasses branding, product development, and effective communication channels.

Shiseido Men’s branding strategy focuses on creating a powerful and distinctive identity that resonates with male consumers. By leveraging its existing brand equity and reputation, Shiseido Men aims to position itself as a premium skincare brand synonymous with quality, efficacy, and sophistication.

In addition to branding, Shiseido Men recognizes the importance of strategic marketing campaigns to reach and engage its target audience. By leveraging digital marketing channels, influencer partnerships, and compelling storytelling, Shiseido Men aims to create a strong emotional connection with its customers, ultimately driving brand loyalty and sales.

Furthermore, Shiseido Men’s marketing strategy extends beyond traditional approaches to embrace innovative digital solutions. By leveraging emerging technologies and data-driven insights, Shiseido Men can anticipate consumer preferences, optimize product offerings, and deliver personalized experiences to its customers.

With its comprehensive marketing strategy, Shiseido Men is poised to become a dominant player in the men’s skincare market. By capitalizing on the ever-growing demand for male grooming products and staying at the forefront of industry trends, Shiseido Men is well-positioned to achieve significant market share and sustain long-term growth.

Key Takeaways:

  • Shiseido Men is implementing an innovative marketing strategy to capture the growing men’s skincare market.
  • The strategy focuses on branding, strategic campaigns, and catering to the unique needs of male consumers.
  • Shiseido Men leverages its existing brand equity and reputation to position itself as a premium skincare brand.
  • The company utilizes digital marketing, influencer partnerships, and emerging technologies to connect with its target audience.
  • Shiseido Men’s comprehensive marketing approach positions it for long-term growth and dominance in the male skincare industry.

Achievements under WIN 2023 and Beyond

Shiseido has made notable progress under its WIN 2023 and Beyond strategy. The company implemented a robust “selection and concentration” approach to increase profitability and underwent significant structural reforms. Notably, Shiseido divested its Personal Care Business and makeup brands, streamlining its operations and optimizing its portfolio.

The company’s efforts to improve profitability extended beyond internal restructuring. Shiseido successfully enhanced profitability in its Americas and EMEA businesses, demonstrating its commitment to sustainable growth. In addition, Shiseido focused on increasing the sales ratio of Skin beauty products, responding effectively to consumer demand in this segment.

Recognizing the importance of digital transformation, Shiseido prioritized and accelerated its digital initiatives. The company invested in the FOCUS project to enhance its digital capabilities and optimize online consumer experiences. Shiseido’s commitment to embracing technology is evident in its investment in new factories and logistics systems, ensuring high quality and productivity across its operations.

Key Achievements:

  • Implemented “selection and concentration” strategy to increase profitability
  • Divested Personal Care Business and makeup brands to optimize portfolio
  • Improved profitability in the Americas and EMEA businesses
  • Increased sales ratio of Skin beauty products
  • Accelerated digital transformation through the FOCUS project
  • Invested in new factories and logistics systems for high quality and productivity

These achievements highlight Shiseido’s commitment to driving growth and staying at the forefront of the beauty industry. By prioritizing profitability, structural reforms, digital transformation, and a focus on skin beauty products, Shiseido has positioned itself for long-term success and continued innovation.

Goals and Key Areas of SHIFT 2025 and Beyond

Under the SHIFT 2025 and Beyond strategy, Shiseido Company, Limited aims to achieve significant growth in its Japan business by focusing on key goals and areas. The primary objective is to regain growth and achieve a core operating profit exceeding 50 billion yen by 2025, marking a shift from “Defense” to “Offense”. To accomplish this, Shiseido will prioritize sustainable sales growth, profitability, and transforming into a Personal Skin Beauty & Wellness Company.

An essential aspect of the strategy is investment in brand equity enhancement. Shiseido recognizes that a strong brand is vital for success in the competitive beauty industry. By continuously investing in and enhancing its brands, the company aims to strengthen its market position and increase customer loyalty.

Innovation is another critical focus area for Shiseido under SHIFT 2025 and Beyond. The company recognizes the importance of staying ahead of evolving consumer needs and market trends by developing cutting-edge products, technologies, and services. By fostering a culture of innovation and investing in research and development, Shiseido aims to deliver revolutionary beauty solutions to its customers.

People are at the heart of Shiseido’s success, and the company recognizes the significance of investing in its workforce. SHIFT 2025 and Beyond includes a commitment to strengthening global talent and leadership. Shiseido aims to cultivate a diverse and inclusive work environment that fosters creativity and innovation. By developing and empowering its employees, the company seeks to nurture the next generation of beauty leaders.

Goals and Key Areas Summary:

  • Achieve core operating profit exceeding 50 billion yen by 2025
  • Regain growth and become a Personal Skin Beauty & Wellness Company
  • Focus on sustainable sales growth and profitability
  • Invest in brand equity enhancement
  • Drive continuous innovation
  • Strengthen global talent and leadership

By pursuing these objectives, Shiseido aims to achieve a core operating margin of 12% by 2025 and 15% in 2027, consolidating its position as a leader in the beauty industry.

Investment in Brand Enhancement, Innovation, and Talent

Key Areas of Investment Focus and Objectives
Brand Equity Enhancement Strengthening brand position and increasing customer loyalty through continuous investment in brands
Continuous Innovation Staying ahead of market trends and consumer needs through product development, research, and adoption of new technologies
Global Talent and Leadership Development Cultivating a diverse and inclusive workforce, nurturing creative talent, and empowering employees to become future beauty industry leaders

Through these strategic investments, Shiseido is confident in achieving its growth objectives and solidifying its position as a Personal Skin Beauty & Wellness Company.

Key Areas for Sustainable Growth

Shiseido is committed to sustainable growth through strategic investments and continuous innovation. The company is focused on enhancing brand equity, expanding its portfolio of global brands, and developing new brands that cater to emerging trends and consumer demands.

Enhancing Brand Equity

Shiseido recognizes the importance of brand equity in driving long-term success. The company is dedicated to strengthening the global presence of iconic brands like “SHISEIDO” and “Clé de Peau Beauté”. These established global brands represent the epitome of luxury and sophistication, attracting a discerning customer base.

Expanding into Fragrance and Men’s Categories

In addition to global brands, Shiseido is strategically expanding its presence in fragrance brands and men’s grooming products. The fragrance industry offers immense opportunities for growth, as consumers seek unique scents and personalized experiences. Shiseido aims to captivate consumers with innovative, high-quality fragrance brands that resonate with their preferences.

Recognizing the growing importance of men’s grooming, Shiseido is investing in developing men-centric brands. These brands will cater to the specific needs and preferences of male consumers, offering tailored skincare and grooming solutions.

Developing New Brands and Consumer Benefits

Shiseido’s commitment to innovation extends to the development of new brands. The company strategically creates brands that align with emerging trends in the beauty and skincare industry, capitalizing on consumer demands and preferences. By introducing fresh, innovative brands, Shiseido aims to capture new market segments and drive sustained growth.

To ensure consumer satisfaction, Shiseido invests in extensive research and development efforts. By collaborating between research centers and expanding research areas, the company continuously develops cutting-edge products that offer tangible benefits to consumers. The focus is on understanding consumer needs and preferences and creating products that deliver exceptional results.

Marketing Investment for Sustainable Growth

A key driver of sustainable growth for Shiseido is strategic marketing investment. Recognizing the value of effective marketing, the company plans to invest an additional 100 billion yen over three years in marketing initiatives. This investment will support brand-building activities, digital marketing campaigns, and efforts to expand market reach.

Shiseido understands that continued investment in brand equity, global brands, fragrance brands, men’s brands, new brands, research and development, and marketing is essential for sustained growth in the beauty industry. By focusing on these key areas, the company aims to maintain its position as a global leader and provide unparalleled consumer benefits.

Core Initiatives by Region

Shiseido, being a global beauty and skincare company, has specific core initiatives for each region in order to cater to the diverse needs and preferences of its customers. Let’s take a closer look at these initiatives:


Shiseido aims to strengthen its brands and organization in Japan while rebuilding the earnings base. By focusing on brand equity and organizational development, the company aims to solidify its position in the Japanese market and capture a larger share of the beauty industry.


In China, Shiseido plans to expand its brand portfolio and venture into new areas. With the growing demand for skincare and beauty products in the Chinese market, the company sees this as an opportunity to introduce new brands and cater to the diverse needs of Chinese consumers.

Asia Pacific

The company’s focus in the Asia Pacific region is on establishing a strong business foundation in a promising market. With the region’s growing population and increasing disposable income, Shiseido aims to tap into this potential by expanding its presence and capturing a significant market share.

Travel Retail

For the Travel Retail segment, Shiseido aims to create unique value for travelers. By offering exclusive products and experiences, the company aims to enhance the travel retail experience and establish a strong presence in this niche market.


In the Americas, Shiseido aims to build a solid foundation for growth. The company plans to increase its market share, expand its distribution networks, and strengthen its presence in key markets such as the United States and Canada.


After undergoing past structural reforms, Shiseido’s focus in the EMEA (Europe, Middle East, and Africa) region is on achieving profitable growth. The company aims to capitalize on its existing brand equity and expand its market presence in these regions.

By tailoring its core initiatives to each region, Shiseido can effectively address the unique needs and preferences of consumers, ensuring its continued success and growth in the global beauty industry.

Financial Strategy

Shiseido has developed a comprehensive financial strategy to drive its growth and maximize returns for its shareholders. The company has set ambitious targets for net sales and core operating margin, aiming for sustainable and profitable growth.


Shiseido aims to achieve a compound annual growth rate (CAGR) of 8% in net sales from 2023 to 2025, and 6% from 2026 to 2027. These targets reflect the company’s commitment to expanding its market presence and capturing new opportunities in the beauty industry.

Core Operating Margin

Core operating margin is a key measure of profitability for Shiseido. The company is targeting a core operating margin of 12% in 2025 and plans to further increase it to 15% in 2027. This demonstrates its focus on operational efficiency and cost optimization to drive sustained profitability.

Cash Allocation

Shiseido recognizes the importance of strategic investments to support its growth objectives. The cash generated by the company will be carefully allocated to initiatives such as strategic growth investments, IT and digital transformation, and capital investment. This approach ensures that resources are directed towards areas that will maximize long-term value creation.

Shareholder Returns

Shiseido is committed to delivering long-term stable and continuous returns to its shareholders. The company’s financial strategy aims to generate strong financial performance and increase shareholder value over time. By focusing on sustainable growth and profitability, Shiseido aims to reward its shareholders for their investment in the company.

Targets 2023-2025 2026-2027
Net Sales CAGR 8% 6%
Core Operating Margin 12% 15%

Shiseido as a Market Leader

Shiseido, a prominent Japanese cosmetics producer, has established itself as a market leader in its home country. With a rich heritage and a commitment to excellence, Shiseido has earned the trust and loyalty of consumers seeking innovative beauty products.

While Shiseido’s position as a market leader is commendable, it faces challenges in protecting its intellectual property. Only 5% of the company’s invented products are patented, leaving it vulnerable to competitors seeking to replicate its success.

Recognizing the need for diversification and exploring new avenues of growth, Shiseido made a strategic move by introducing the Shiseido Men cosmetics line. This expansion into the men’s cosmetics market unlocks a high potential segment and allows Shiseido to tap into the growing demand for male grooming products.

To maintain its leadership position, Shiseido continually invests in research and development, exploring innovative formulations that cater to evolving consumer preferences. By leveraging its expertise and deep understanding of beauty trends, Shiseido sets the standard for quality and performance in the cosmetics industry.

As a market leader, Shiseido sets the bar high for its competitors, constantly pushing the boundaries of beauty innovation. With a combination of its Japanese heritage, commitment to excellence, and dedication to meeting consumer needs, Shiseido continues to shape the future of the cosmetics industry.

Shiseido’s Branding and Marketing Strategy

Shiseido, a renowned leader in the beauty industry, adopts a robust branding and marketing strategy with a keen focus on targeting men. By keeping a close eye on male skincare trends, Shiseido identifies emerging preferences and develops grooming products specifically designed to cater to the needs of male consumers. This proactive approach allows the brand to stay ahead of the curve and capture a significant market share in the male grooming industry.

To exponentially expand its reach and engage with its target audience, Shiseido leverages the power of digital marketing. Utilizing various digital platforms, the company strategically promotes its grooming products, effectively highlighting their benefits and features. Through innovative digital campaigns, Shiseido actively establishes a strong online presence, ensuring maximum visibility and brand recall among its male-dominated consumer base.

To further enhance its marketing efforts, Shiseido forms valuable partnerships with influential individuals in the beauty and grooming industry. By collaborating with popular influencers who have a strong presence among the target demographic, Shiseido taps into niche communities and gains credibility. These influencer partnerships play a crucial role in driving brand awareness, trust, and market penetration, ultimately cementing Shiseido’s position as an industry leader in male skincare and grooming.

The Power of Influencer Partnerships

Shiseido acknowledges the significant impact that influential individuals have on shaping consumer behavior and preferences. By forming strategic partnerships with influential personalities, Shiseido effectively positions its grooming products as the go-to choice for men seeking high-quality skincare solutions.

Influencer Platforms Reach
Alex Costa YouTube, Instagram 5 million
James Welsh YouTube, TikTok 3.2 million
Chris Salgardo LinkedIn, Twitter 50,000

By collaborating with influencers like Alex Costa, James Welsh, and Chris Salgardo, Shiseido effectively reaches millions of potential customers through platforms such as YouTube, Instagram, TikTok, LinkedIn, and Twitter. These partnerships enable Shiseido to showcase its grooming products in authentic, relatable contexts, fostering trust and inspiring men to prioritize skincare and grooming in their daily routines.

Shiseido’s branding and marketing strategies position the brand as a trendsetter in the male grooming industry. By staying attuned to male skincare trends, leveraging digital marketing, and forming influential partnerships, Shiseido continues to lead the way in providing exceptional grooming products tailored to the evolving needs of men.

Innovation and Research & Development

At Shiseido, innovation and research & development are at the heart of our strategic approach. We believe that staying ahead of consumer trends and preferences is essential for creating groundbreaking products that meet their evolving needs and desires.

Our commitment to research starts with gaining deep consumer insights. By closely studying consumer behavior, preferences, and desires, we can develop a comprehensive understanding of their expectations. This knowledge forms the foundation of our product development process, allowing us to create offerings that resonate with our target audience.

But we don’t stop there. At Shiseido, we also believe in the power of collaboration. We actively seek external joint research, collaboration, and mergers and acquisitions to integrate new technologies into our product development. By harnessing the latest advancements, we can create innovative products and services that push boundaries and drive industry progress.

Shiseido’s strong focus on technology integration enables us to explore new possibilities and deliver unparalleled experiences to our consumers. By leveraging cutting-edge technologies, we can enhance the performance and effectiveness of our products, ensuring that they deliver the desired results.

Our commitment to innovation and research & development ensures that we stay at the forefront of the beauty industry. It allows us to constantly evolve, adapt, and create products that exceed consumer expectations. By merging scientific expertise, consumer insights, and technological advancements, we are dedicated to transforming the beauty industry and driving it forward.

Research & Development Process at Shiseido

To provide a glimpse into our research & development process, here is an overview of the key stages:

  1. Identification of Consumer Needs: We conduct extensive market research, analyze consumer preferences, and identify unmet needs.
  2. Ideation and Concept Development: Our team of experts brainstorm ideas and concepts that align with consumer insights and market trends.
  3. Prototype Creation and Testing: We create prototypes of potential products and conduct rigorous testing to ensure their efficacy and safety.
  4. Refinement and Optimization: Based on testing results and consumer feedback, we refine and optimize the prototypes for maximum performance.
  5. Production and Launch: Once the product is perfected, we move into the production phase and launch it to the market.

By following this comprehensive research & development process, we can ensure that every product we create at Shiseido is built on solid foundations of innovation, consumer insights, and technological integration.

Shiseido’s Global Talent and Leadership Development

Shiseido recognizes the importance of talent development in driving sustainable growth. The company firmly believes that its people are the key drivers of success and innovation. To nurture future leaders and support their career development, Shiseido offers selective talent development programs and provides dedicated support for potential leadership candidates.

One of Shiseido’s core initiatives is to accelerate global talent allocation, ensuring that talented individuals are given opportunities to work across different regions and markets. This approach enables the exchange of ideas and experiences, fostering a culture of diversity and cross-pollination of innovative strategies.

As part of its commitment to developing the next generation of leaders in the beauty industry, Shiseido has established the Shiseido Future University. Located in the heart of Ginza, Japan, this initiative serves as a center for excellence in learning and development. Shiseido Future University provides specialized training programs, workshops, and resources to cultivate talent, enhance leadership skills, and promote career growth.

To reinforce the importance of talent development, Shiseido has also established competitive compensation structures that reward and recognize high-performing individuals. This commitment to attracting, developing, and retaining top talent ensures a strong and vibrant workforce that can drive Shiseido’s global success.

Through its focus on talent development and leadership initiatives, Shiseido aims to create a dynamic and thriving organizational culture that empowers individuals to excel in their careers, contribute to the company’s growth, and lead the beauty industry into the future.

Shiseido’s Commitment to a Sustainable World

In line with its corporate mission, Shiseido is dedicated to creating a sustainable world where the power of beauty brings happiness to everyone. The company’s commitment to societal and environmental well-being drives its focus on beauty innovations that contribute to a better world.

Innovative Beauty Solutions

Shiseido believes that beauty has the potential to inspire positive change and enhance well-being. Through continuous innovation and research, the company develops products and services that not only meet the diverse needs of consumers but also prioritize sustainability.

By integrating cutting-edge technology and carefully selected ingredients, Shiseido creates beauty innovations that are not only effective but also environmentally conscious. From skincare products to fragrance lines, the company strives to minimize its ecological footprint without compromising on quality or performance.

A Holistic Approach to Sustainability

Shiseido’s commitment to a sustainable world extends beyond product development. The company embraces a holistic approach that encompasses every aspect of its operations, from manufacturing to packaging and beyond.

Shiseido actively invests in research and development to identify more sustainable materials and processes. By leveraging its expertise in the beauty industry, the company explores alternative packaging solutions that reduce waste and promote recycling.

Furthermore, Shiseido collaborates with partners and stakeholders to support initiatives that foster environmental responsibility and promote social well-being. By embracing corporate social responsibility, the company aims to drive positive change and contribute to a more sustainable future.

Empowering Consumers

Shiseido believes that beauty should not only enhance external appearance but also empower individuals to feel confident and embrace their unique beauty. Through its sustainable practices and transparent communication, the company seeks to inspire consumers to make conscious choices that align with their values.

Shiseido educates consumers about the importance of sustainable beauty and provides them with the information they need to make informed decisions. By promoting transparency and ethical practices, the company empowers consumers to contribute to a sustainable world through their beauty routines.

Striving for a Sustainable Future

Shiseido’s corporate mission drives its unwavering commitment to building a sustainable future. The company understands that sustainability is not a choice but a responsibility that must be embraced by businesses worldwide.

By prioritizing beauty innovations that promote a sustainable world, Shiseido aims to lead the way in the beauty industry’s transition towards a more environmentally conscious and socially responsible future.

Shiseido’s Sustainable Initiatives Impact
Development of eco-friendly packaging solutions Reduces waste and promotes recycling
Investment in sustainable sourcing and manufacturing Minimizes ecological footprint
Collaboration with partners and stakeholders on sustainability initiatives Drives positive change and collective impact
Transparency and education for consumers Empowers individuals to make sustainable choices


Shiseido’s Men Marketing Strategy for 2024 showcases the brand’s innovative approach to the grooming industry, leveraging the rising male skincare trends. Through its comprehensive branding, marketing, and research initiatives, Shiseido is well-positioned to capture a significant share of the expanding men’s beauty market. The company strategically invests in brand equity, innovation, and global talent, aiming to sustain long-term growth and solidify its position as a leader in the industry.


What is Shiseido’s main goal with the SHIFT 2025 and Beyond strategy?

Shiseido’s main goal is to regain growth in the Japan business and achieve a core operating profit exceeding 50 billion yen by 2025. The company also aims to improve sustainable sales growth and profitability, aspiring to become a Personal Skin Beauty & Wellness Company.

How does Shiseido plan to enhance its brand equity?

Shiseido plans to enhance brand equity by focusing on global brands like “SHISEIDO” and “Clé de Peau Beauté,” as well as brands like “ELIXIR” expanding in Asia, fragrance brands, men’s brands, and strategically developed new brands. The company plans to invest an additional 100 billion yen over three years in marketing investment.

What are Shiseido’s key areas of investment?

Shiseido’s key areas of investment include brand equity enhancement, continuous innovation, and strengthening global talent and leadership. The company plans to achieve a core operating margin of 12% by 2025 and 15% in 2027.

What are Shiseido’s core initiatives by region?

Shiseido has specific core initiatives for each region. In Japan, the company aims to strengthen brands and organization and rebuild the earnings base. In China, Shiseido plans to expand the brand portfolio and develop new areas. In the Asia Pacific region, the focus is on establishing a business foundation in a promising market. For Travel Retail, the goal is to create unique value for travelers. In the Americas, the company aims to build a foundation for growth, while in EMEA, the focus is on achieving profitable growth after past structural reforms.

What are Shiseido’s financial targets?

Shiseido aims to achieve a compound annual growth rate of 8% in net sales from 2023 to 2025 and 6% from 2026 to 2027. The company also targets a core operating margin of 12% in 2025 and 15% in 2027. Cash generated will be allocated to strategic growth investments, IT and digital transformation initiatives, and capital investment.
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