资生堂集团Shiseido（4911.T）：2025年怡丽丝尔ELIXIR与防晒策略投资者演示简报「TSE」（英文版）（32页）.pdf

1、Apr 11,2025Executive OfficerChief Brand Officer Global Premium BrandsAssistant Chief DE&I OfficerELIXIR and Sun Care StrategyIR Presentation 1ProfileAfter pursuing my career at a Japanese automobile manufacturer and a foreign manufacturer,I joined Shiseido Japan as a brand manager for a sunscreen br

2、and ANESSAAt Shiseido Japan,in addition to ANESSA,I was also in charge of a skin care brand d program”Assumed a position at Shiseido HQ when ANESSA started to be recognized as a global brandSince 2022,I have been in charge of both ANESSA and ELIXIR as a Senior Vice PresidentThe current position sinc

3、e 202421.Brand Overview2.Strategic Direction3.Sustainability Commitment3Born in 1983 with a hope of becoming a“miracle drop”that unlocks every individuals beauty to the fullest,regardless of their age/i-lik-sr/nounA magic liquid that is believed to cure all ills or to make people live foreverMiracle

4、 Drop4Inspire confidence in aging with everyday beauty miraclesBRAND MISSION5Global salesOver50 billion JPYGrowth ratio(2024 vs 2023)Global+8(Japan is in the high teen%for 2 consecutive years)Sales compositionJapan approx.80%/Overseas approx.20%8 countries and regionsNo.1in Japan total skincare cate

5、gory:18 consecutive yearsIntage SRISRI+Skincare MarketNo.1 in the below categories（Lotion&Emulsion/Anti-wrinkle/Facial cream/Daily moisturizer）Intage SRISRI+Received over 110 global cosmetics awards62021-2024Total SkincareNo.12022-2024Anti-wrinkleNo.12021 2022,2024UV SkincareNo.12023-2024Cream*exc.a

6、nti-wrinkle and AIO40,00042,00044,00046,00048,00050,00052,00054,00056,00058,00060,000202220232024Net salesTrajectory after the Strategic Change Brand Share continues to grow every year after 2022 in the total skincare category and marked the highest in 2024 Profitability improved dramatically on top