On April 8, Shiseido held a press conference with newly appointed president Masahiko Uotani and a launch event for the global brand "SHISEIDO" at the Shiseido Ginza Building.

In the 100 days leading up to his appointment, Uotani spoke with approximately 6,000 employees at domestic offices. He learned that many employees shared a passion for change, commenting, "Although our corporate culture is often perceived as laid-back, I want to aim for a 'competitive group' that wins through marketing." In addition to recovering business in the domestic market, which has struggled in recent years, he has set himself the goal of expanding revenue in overseas markets, which already account for 50% of sales.

In addition, he will redefine the Shiseido brand, which can often be unclear due to its wide range of offerings, from luxury lines to toiletries. He will thoroughly strengthen three brands: SHISEIDO, which is available in 89 countries and regions worldwide; ELIXIR, which boasts high sales in Japan; and the makeup brand MAQUillAGE.

As a symbol of Shiseido's innovation, the SHISEIDO brand has developed a new serum, "Ultimune Power Infusing Concentrate" (30ml/8,000 yen, 50ml/12,000 yen). Formulated with the unique ingredient "Ultimune Complex," developed through over 20 years of skin research, it aims to enhance the skin's inherent immunity and make it strong enough to withstand damage. As it can be used by people of all ages, races, and skin types, Atsushi Shimomura, head of international marketing, says, "This item is a concrete action to make all women beautiful." It will be available for pre-sale at Isetan Shinjuku and Hankyu Umeda Main Store from July 30th, before being released worldwide from September 1st.