Biore got a new look this year.
Home care sales got a lift due to the popularity of the CuCute
dishwashing detergent, Toilet Quickle cleaning wipes, Quickle
Wiper dust mops and Resesh Aroma Charge fabric and air freshener.
This year, Kao will change its fiscal year end date to Dec. 31.
The company predicts that beauty care sales will rise 1.7% in local currency, while laundry and fabric care sales will increase 2%.
Looking further ahead, Kao’s executive team is committed
to furthering growth in Japan, noting that the home country remains its profit base; accelerating globalization in North America
and Europe through prestige cosmetics, premium mass skin care
and hair care and professional hair care and finally, progressing rapidly toward an eco-chemical business through its Eco-Technology Research Center, which was completed this year and
centralizes environmental research functions.
Sales: $8.6 billion
Key Personnel: Shinzo Maeda, chairman; Hisayuki Suekawa,
president and chief executive officer; Carsten Fischer, chairman and chief executive officer, Shiseido Americas; Tatsuomi
Takamori, corporate executive officer, domestic cosmetics business; Yoshinori Nishimura, chief financial officer.
Major Products: Skin care, color cosmetics, sun care, fragrances and toiletries. Brand names include Shiseido, Clé de Peau
Beauté, Za, Tsubaki, Senka, Jean Paul Gaultier, Elixir Superieur,
Maquillage and Bare Escentuals.
New Products: Bio-performance Super Corrective Serum,
Advanced Super Revitalizer Whitening Formula and Advanced
Super Revitalizing Cream; Benefiance WrrinkleResist24 Intensive
Eye Contour Cream; Urban Environment Oil-Free UV Protector;
Perfect Mascara Full Definition; Shimmering Cream Eye Color
and Shimmering Rouge; White Lucent Intensive Spot Targeting
Serum+, Anti-Dark Circles Eye Cream and Brightening 1-2-
3 Kit; Pureness Oil-Control 1-2-3 Kit; Eudermine Revitalizing
Essence; The Skincare Moisturizing 1-2-3 Kit; Shiseido Men
Essential Skincare Set.
Comments: Sales rose 1.7% last year and net income jumped
13.5% to nearly $184 million, for the year ended March 31, 2012.
Domestic sales, which account for more than 50% of Shiseido’s
total sales, fell 1.3%. To boost sales and perceived value, Shiseido
cut the number of new product launches in half and focused on
International sales rose 5.6%. Shiseido credited the increase
to strong growth in Europe and North America, sustained high
growth rates in Asia and a healthy performance by the professional business. The company credited the success, in part, to the
addition of the Nars makeup brand and a good start to online
sales in the US.
In June, the company announced three key changes to its organizational structure in the US that are designed to strengthen
corporate support for its diverse family of innovative brands and
provide an improved platform to accelerate their growth both in
the US and globally. Specifically, the company announced that
it will align the US finance, legal and human resources functions of its premier consumer brands, including Bare Escentuals,
Beauté Prestige International USA, Nars and Shiseido, into a
unified, shared services platform. The company will consolidate its US distribution operations for most of its brands at
its distribution center in Columbus, OH, which will become
the Shiseido Americas Distribution Center. Finally, Shiseido
will merge its US manufacturing business, Shiseido America
Inc. (SAI), into its Americas umbrella organization, Shiseido
Americas Corporation (SAC).
“Together these changes create a seamless, world-class corporate, manufacturing and distribution platform in the US that
will benefit all of our brands in the region,” said Carsten Fischer,
chairman and CEO of Shiseido Americas Corporation.
Commenting specifically on the alignment of back office
and administrative functions, which is effective immediately, Fischer continued, “We are committed to preserving each
brand’s unique character and individual spirit, and we expect
this shared services platform will better position each of the
brands for future growth by providing world class support in
the US. By combining the back office strengths of our various
brands, each can become a stronger player in the US as well as
globally, and the company can more efficiently and effectively
serve its valued partners and customers.”