2015-1

“SHISEIDO ULTIMUNE Power Infusing Concentrate” wins world’s preeminent Marie claire’s “Prix d’Excellence”

“SHISEIDO ULTIMUNE Power Infusing Concentrate,” which is an essence that stands as the symbolic presence of the global brand “SHISEIDO” sold by Shiseido in 89 countries and regions worldwide, won the best cosmetics award “Prix d’Excellence” in 2014, which is sponsored by a French fashion and beauty magazine Marie claire. “Prix d’Excellence” is known to be the world’s most preeminent award among a number of cosmetics awards throughout the world. This is the 10th time for Shiseido to receive this award. In addition, this product has also won a number of best cosmetics awards, which are sponsored by a number of media that evaluate outstanding cosmetics released in 2014.

“Prix d’Excellence” First published in 1937, Marie claire magazine is France’s leading women’s monthly fashion and beauty magazine with a circulation of approximately 400,000. The publication is currently sold in 34 countries in local languages and has a total readership of over 20,000 readers worldwide. “Prix d'Excellence,” which is sponsored by the Marie claire magazine, was established in 1985, and this year marks the 29th award presentation. This has been widely acknowledged by the cosmetics industry, distribution industry, and consumers as the world’s preeminent cosmetics-related honor. Winners are selected by a panel of influential beauty journalists drawn from leading French and other European fashion and beauty magazines. The judges evaluate all new cosmetics products except fragrances marketed throughout the year in France based on a comprehensive set of criteria, including originality, effectiveness, usability, packaging, balance between quality and price, etc.

“SHISEIDO ULTIMUNE Power Infusing Concentrate” “SHISEIDO ULTIMUNE Power Infusing Concentrate” [one item in two sizes - 30 ml 8,000 yen (8,640 yen including tax), 50 ml 12,000 yen (12,960 yen including tax)] is the item that stands as the symbolic presence for the innovation of the global brand “SHISEIDO” and is sold in 89 countries and regions worldwide in the prestige cosmetics market. With the new concept of "boosting your underlying beauty", this essence was developed based on many years of dermatological research. By applying it every day in the morning and at night, it leads to strong beauty that protects skin from various damaging external factors, such as dryness, etc. The essence was fully released in various countries/regions worldwide on September 1, 2014. It is sold in approximately 230 department stores as well as SHISEIDO’s website “Watashi Plus” in Japan.

Official Product name English name: SHISEIDO ULTIMUNE Power Infusing Concentrate French name: SHISEIDO ULTIMUNE Concentré Activateur Energisant

FY2014 “Prix d’Excellence” award ceremony Official name: Prix d'Excellence Marie claire 2015 Sponsor: Marie claire magazine (France) Official Announcement: Published in the February issue of the magazine (scheduled to be released on January 7th) Award ceremony date: January 6th, 2015 (Paris) *Time and date are in France time

SHISEIDO’s past Prix d’Excellence awards

Year Product name Category 1986 SHISEIDO Facial Massage Cream Concentrate Massage cream 1989 SHISEIDO BIO-PERFORMANCE Super Cream Revitalizer 1990 SHISEIDO MAKEUP Makeup 1993 SHISEIDO Facial Cleansing Water Cleansing lotion 1999 SHISEIDO Liquid Compact Foundation 2001 SHISEIDO THE SKINCARE Skincare 2005 SHISEIDO BIO-PERFORMANCE Serum Super Lifting Formula 2008 SHISEIDO BIO-PERFORMANCE Serum/Cream Intensive Skin Corrective Program 2009 SHISEIDO Perfect Rouge Lipstick 2014 SHISEIDO ULTIMUNE Power Infusing Serum Concentrate

Overseas best cosmetics awards received by Shiseido As well as “Prix d’Excellence,” of Marie claire magazine in France, there are a number of cosmetics-related awards in oversea markets.

List of awards received by Shiseido ULTIMUNE in overseas market (as of December 31st, 2014) Media name Award

Elle (45 editions ※1) Best Innovation Grazia (Thailand) Best New Skincare Treatment JESSICA （Malaysia） Most Wanted Beauty Awards (Skincare Category) Santé Magazine (France) Coup de Coeur Self (China) The Most Popular Essence Style (Singapore) Best Beauty Buys 2014 WWD Beauty Inc. (U.S.) Product of the Year (Prestige Skincare) Yo Dona (Spain) Special Award for Research *1 Awards were received by Shiseido ULTIMUNE in all 45 editions over the world.

Domestic best cosmetics awards received by Shiseido In the domestic best cosmetic awards, each magazine establishes various categories, including skincare category, makeup category, comprehensive category, etc. So-called beauty professionals, including beauty journalists, makeup artists, beauty writers, editorial departments, etc. select the appropriate products for each category as judges from new products released in 2014 *1. These awards receive attention from the Japanese beauty/cosmetics industry every year. Shiseido ULTIMUNE has received awards from the total of 22 media as of December 31st, 2014, including the above. *1 The target period differs for each medium.

List of domestic awards received by Shiseido ULTIMUNE (as of December 31st, 2014) Media Company name Title Category/Award name Koihada Level Max anan Magazine House Attractive Cosmetics Awards Award Best Cosmetics for Working CREA Bungeishunju No.1 in Aging Care Women of 2014 SHUFU TO Ar Cosmetics Awards No. 2 in Serum SEIKATSU SHA Figaro The Truly Best Cosmetics of Best of Best in Skin CCC Media House japon 2014 Care Best Cosmetics from the Second VOCE Kodansha No.1 in Serum Half of 2014 55 Beauty Experts Choose Their BITEKI Shogakukan No.1 in Serum Favorite Products of 2014 MAQUIA Shueisha Best Cosmetics from the Second Best Skincare Award Half of 2014

Mico All about All About Best Cosmetics 2014 No. 3 in Serum

Second Half of 2014: No.1 Serum in Skin With Kodansha Most Favorite Cosmetics Grand Care Prix ELLE HEARST Elle Beauty Award 2014 Innovation category japon FUJINGAHO Best Cosmetics of 2014, Chosen GLOW Takarajimasha by the Beauty BIG3 and the Sawako Abe Award Cosmetics BIG3 Best of Beauty Award (Skin Care), VOGUE Condé Nast VOGUE Beauty Award Breakthrough Award GOLD Really Great! 2014: eclat Shueisha No. 1 in Skin Care Best Cosmetics for Adults This Was Great! InRed Best Cosmetics of 2014, Chosen by No. 1 Serum in Skin InRed Takarajimasha Beauty Professionals and Care Readers Second Half of 2014: Marisol Marisol Shueisha No. 1 in Skin Care Best Cosmetics Awards Restoring the Skin We Had 5 Years Ago: LEE Shueisha Best of Best The Best Cosmetics from 2014 (Winter) Desire for Beauty: Best BAILA Shueisha Cosmetics of the Second Half of Best of Best 2014 WWD INFAS Ranking of Cosmetics that were No. 1 Beauty PUBLICATIONS,INC. Released/Renewed in the 2nd Half of 2014 The list is in the order that the awards were received.

For inquiries related to this news, please contact T.Endo, Public Relations Department, Shiseido Co., Ltd. TEL: 03-6218-5200 (Direct line)