S H I S E I D O B o d y C a r e 1993Dior Svelte The body care market A fierce competition : Levelling off in Essential Energy sales 1995Clarins Lift.

S H I S E I D OB o d y C a r e

1993 Dior Svelte

The body care market

A fierce competition :

Levelling off in Essential Energy sales

1995 Clarins Lift Minceur Lancôme Réflexe Minceur

1997 Dior Svelte PerfectClarins Lift Fermeté

1996 Lauder Thigh Zone

Essential Energy

A beautiful body line by activating the essential energy andpowers of self-healing mechanism inherent to the human body.

A complicated 3-step care

Outdated packaging

Change in the market

S h i s e i d o E u r o p e - T r a i n i n g D e p a r t m e n t T r a i n i n g O b j e c t i v e s

S h i s e i d o T r e a t m e n t i n E u r o p e

S h i s e i d o E u r o p eT r a i n i n g O b j e c t i v e s

Flow Chart

Training G.IOD

- convey 100% information

TrainingManager

Head of Local officeSales Staff

B.CsRetailers

CUSTOMERS

TrainingDirectorof R.H.Qs

- convey 100% information

- convey 100% information

Tasks / Major Responsibilities of Training Managers

Managing and conducting Comprehensive Trainingand Follow-up Training.

Managing and conducting training for new productsand promotions (for BCs and retail stores).

Planning and implementing activities that improveBC skills.

Planning and implementing training programs for new stores and sales staff.

Planning and implementing training programs for in-house staff.

C o m m u n i c a t i o nA c t i v i t i e s i n E u r o p e

Product Communications

Public Relations

To support the sales of Shiseido products andto strengthen a Shiseido image

in European affiliates and distributorsthrough the communication activities

Mission

Product Development

N e w g l o b a l c o u n t e r m a n u a l

New Global Counter Manual

Clearly communicate the Shiseido brand values, while preserving the Shiseido brand tradition and meeting changing needs.

Help to deepen and carry forward the relationshipswe build with our customers.

Unify the prestige brand image and strengthen brand identity on a global level.

High Quality High Image High Service

Basics concepts

The need for more professional one-to-one counselling.

The need to be able to freely test, choose and purchase products.

The need to make purchases easily and rapidly.

As the era changes, customer purchase behaviour changes.

New Global Counter Manual

c Enhance visibilityfor Suncarein Summer + Winter

d

European Strategy

Generic tools for Christmas 1998 and all year round.

3

Bio-Performance (1st semester 1999)

Gentle Bio-technology with exquisite textures

Promote product textures

- Invite customers to discover exquisite textures (SE PR Department).

- Packet sample with card SE has requested to continue after launch.

2nd orders, ETA February 1999. Final details will follow in September 1998.

- Pouch with samples Essence 7ml, Regular 7ml, SBN cleansing foam (next order to IMD 8/98, ETA 2/98) Assemble locally

Focus on Relaxation, the Oriental way, symbolized by fresh bamboo.

Relaxing Fragrance

2

4

1 Promotion- BC incentive for February : Yukata

- Gift box with bamboo

Provide visibility on point of sale- Window Display Guidelines for local production

3 Public Relations- Relate a story around Bamboo

Samples- Brovit Shower Gel & Body Lotion (approx 2FF)

Provide competitive visibility for gift periods.

Basala

Counter display to present promotion

Ekta to communicate the promotion in the press

Travel set Travel bag

Focus on Suncare

for Summer.

Suncare

Communicate

also in Winter.

C l é d e P e a u B E A U T E (CPB)E u r o p e L a u n c h M a r k e t i n g P l a n s

M A R K E T I N G F U N D A M E N T A L SD i r e c t i o n o f C P B M a r k e t i n g

1

2

Enzyme activationnormalization theory *Introduce SHISEIDO’s latest, best skincare technology.

Increase foundation tones *Add appropriate colors for the European market to the 6 colors currently available

Point Strengthening Product Power

M a k e u p

Main visual Tester visual

1 MK 21ST Promotion S/S 1999

R e l a x i n g F r a g r a n c e

1 9 9 8 F I F I A W A R D W I N N E R :1 s t P r i z e f o r t h e P a c k a g i n g C a t e g o r y

R e l a x i n g F r a g r a n c e

S H I S E I D OS u n C a r e

A Skincare - Conscious Suncare Line

1st launch 1993 11 items1997 Ultra-Light Sun Block Lotion SPF 301998 Refreshing Tanning Spray SPF4

22 items

Sun Block Compact SPF32

Present Situation

Sales results ’97 2 062 000 units Ex - factory

Shiseido’s strength Protection 63% of total suncare in units

Two Shiseido best sellers

Tanning Compact SPF4

V o c a l i s e

5 Vocalise - Packaging

Simple but expressive.

Unique shape that differenciate form competitors.

i n t o t h e n e x t

M i l l e n i u m

1 Industry Trends

2 1997 Cosmetic and Fragrance Growth Rate

3 1997 SHISEIDO European Rankings

4 Consumer Trends

5 Objectives

6 Strategies

Industry Trends

Mega players

Niche brands

Globalization of the market place

Retailer innovation

Increasing importance of mass market