Shiseido is a Japanese hair care and cosmetics producer that strives for excellence in all aspects of communication, research, development, and community involvement. This pursuit of quality is an accurate reflection of the company; their core values in beauty, heritage, and technology. .
Shiseido enriches it's culture by hiring individuals from diverse backgrounds and executing multi- cultural collaborations.
1. With corporate senior executive officer Carsten Fischer, a German with background in Europe and the U.S., international sales have risen to almost half of Shiseido's total sales. Fischer states that he stays true to his background in communication because it is an advantage in international affairs.#.
2. The French creator, Serge Lutens, was appointed designer of Shiseido's overseas business strategies. Lutens used a sphere as a symbolic image of Japan for all the Sheseido ad campaigns. He continued along this line by creating a series of ads with images representing the seasons illustrated within the sphere. The ad was received well and even won an award, which resulted in today's international Shiseido, particularly the high-profile image of European Shiseido. #.
3. Shiseido inked a deal with Italian opera house La Scala back in 2011 that made them the official makeup brand of the house for 3 years. An advertising campaign and exhibit in La Scala's lobby were both released at the time. The partnership was said to come about because they share, "a passion for arts, beauty and tradition that blends excellence and technology."#.
Shiseido is not afraid to diversify their portfolio by developing and acquiring brands across cultures and price points.
1. In order to gain an entry into the French and European market, Shiseido acquired the Carita brand and prestigious salon on the Faubourg St. Honore in Paris in 1981. The salon with it distinguished and rich clientele of royalty and celebrities commanded a unique position in the French market.
