The Power of Makeup

Shiseido‘s activity in Bangladesh to improve social status and lifestyle of rural women by skincare products was recognized as «Business Call to Action (hereinafter, «BCtA»)» led by the United Nations Development Programme (UNDP). This is the first time for an Asian cosmetic company to be recognized. In this activity, for rural Bangladesh women with relatively low income, Shiseido has been introducing skincare products («Les DIVAS»), which were developed specially for the local people, as well as educating them the usage.

Meanwhile, Shiseido also provides support for improving their social status and lifestyle with educational activities, including workshops regarding health, hygiene, and nutrition. This program was highly evaluated as a business model which can realize both corporate social contribution and business operation at the same time. Taking this recognition as BCtA as the driving force, Shiseido will continuously contribute to the happiness of people all around the world who wish to live their lives in the way they like, following the corporate mission of «to inspire a life of beauty and culture». Shiseido will also focus on activities that can empower women, aiming to achieve a sustainable society.

Shiseido has been promoting various activities to support women’s way of living through the «power of makeup». Shiseido pays attention to the fact that «improvement in women’s social status» has been pointed out as one of the recent international and social issues in addition to poverty and environmental issues, and has been considering how to contribute to resolving the issues in the international society utilizing its core business. As part of the effort, Shiseido signed the international guidelines «Women’s Empowerment Principles (WEPs)» at very early stage.

In Bangladesh, though economic growth recently began mainly in the urban areas, there are still many issues in rural areas including hygiene, nutrition, employment of women, etc. Furthermore, according to Shiseido’s field study, the rural women have only few opportunities to acquire beauty information such as correct skincare regime, as well as makeup products, although they show interestsin beauty and skincare. Based on the field study, from the viewpoint of realizing both corporate social contribution and business operation, Shiseido started to develop and to sell skincare products especially for local women since FY 2011 based on their preferences and hot and humid environment, as well as to introduce how to use the products.

Shiseido is also holding educational programs such as workshops regarding health, hygiene and nutrition at the same time. These activities were also selected as a «Preparatory Survey for BOP business promotion» by the Japan International Cooperation Agency (JICA) in 2012. Since FY2015, Shiseido expands the target and coverage – workshops are also held for women working at the sewing plants, the main industry in rural areas, as well as for female students. Business expansion to retail stores near the rural areasis also under going.