Shiseido introduced a new corporate purpose of "life, beauty, beauty blink of an eye." This sentence contains a "newly discovered deeper value, and create a beautiful and cultural life" of this corporate philosophy, Shiseido announced that they wanted to the community built to meet the people "want to continue to live in the beautiful" This desire to businesses. In the future will be in the provision of attractive goods and services, to play a corporate social responsibility (CSR), corporate and cultural activities, company management activities such as implementing the "life of beauty, the beauty blink of an eye," this idea, to play a corporate role in society.
    1, the background of the development of new purpose
    Shiseido the new president Maeda, represented by the new system, proposed the "striving to become one hundred percent of the company to achieve customer satisfaction," and decided three years starting in 2005 would "satisfy the customer's marketing reform," as the focus of Corporate Planning extensively to promote the reform of society and are determined through concrete actions, changes in customer Shiseido personal experience, but "the beauty of life, the beauty blink of an eye," is also included in this determination.
    Specifically, is to further strengthen the customers are familiar with the Shiseido brand, its radioactive glory. Customers, "the beauty of life, the beauty blink of an eye" and always loved the brand Shiseido. To this end, Shiseido will step up the implementation of the strategic reform of the existing brands. Approaching customers to shape a corporate image "beauty consultant (BC) activities" is "life, beauty, beauty blink of an eye," the purpose of the innovative activities carried out.
    In addition, in line with this purpose, Shiseido plans to three years starting in 2005 the implementation of "customer satisfaction marketing reform," In addition to economic aspects, will also promote the "men and women to participate in the activities of the contribution to society," " effort to ensure the safety of cosmetics and quality "," Achieving business transparency and fairness "and other enterprises humanities, social and cultural take measures to the charm of Shiseido shown to the whole society.
    2, promotional corporate purposes
    In the corporate purpose of publicity, Shiseido believes that the target can not be simply positioned in raising awareness of the purpose of understanding of business, but through concrete actions, so that customers feel Shiseido vital changes to achieve the publicity effect. In advertising, the Shiseido Company plans to launch promotional activities related to the content of corporate advertising (newspapers, magazines) and television programs, and will be screened late August.
In addition, in Japan, Shiseido also plans to carry out the purpose of the enterprise the new campaign. Within the company and in the "beauty of life, the beauty blink of an eye," this purpose, as Shiseido Group, all staff at home and abroad a total of slogans.