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To mark the 140th anniversary of its founding in 1872, Shiseido announced it is holding a series of exhibitions introducing its corporate culture in Greece and Switzerland using displays of successive generations of Shiseido products, advertising posters, designs and other items. The events are intended to enhance Shiseido’s brand image and boost recognition in the two countries where Shiseido’s overseas subsidiaries recently started sales.
Shiseido Hellas S.A. (Athens, Greece) will stage exhibitions in two phases from April 2 to 28 in a luxury shopping mall and another location, tying in Shiseido’s corporate culture with storefront initiatives. Shiseido S.A. (Geneva) will become the first Japanese company to hold an exhibition in a VIP lounge space provided by Swiss bank UBS from May 4 to July 6, 2012.
Shiseido is currently promoting its three-year plan (April 2011–March 2014) based on the theme of “getting into a growth trajectory” with the aim of becoming a “global player representing Asia with its origins in Japan.” Accordingly, the company is focusing on accelerating globalization while also vitalizing its domestic business. In a related effort to strengthen its operations in the European market, wholly owned sales companies Shiseido Hellas S.A. and Shiseido S.A., which began operations in January 2010, are working to strengthen Shiseido’s presence at storefronts in their respective countries through sales activities that are rooted in local communities and markets.
Based on the belief that its corporate culture is one of the company’s key assets, Shiseido is pursuing activities worldwide to promote understanding of and empathy for its corporate stance since its founding to create new value and contribute to the beauty and health of its customers.