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Shiseido to Exhibit Corporate Culture in Greece and Switzerland to Mark the 140Th Anniversary of the Company’S Founding

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Shiseido to Exhibit Corporate Culture in Greece and Switzerland to Mark the 140Th Anniversary of the Company’S Founding [Reference] Shiseido to Exhibit Corporate Culture in Greece and Switzerland to Mark the 140th Anniversary of the Company’s Founding To mark the 140th anniversary of its founding in 1872, Shiseido will hold a series of exhibitions introducing its corporate culture in Greece and Switzerland through displays of successive generations of Shiseido products, advertising posters, designs and other items. The events are intended to enhance Shiseido’s brand image and boost recognition in the two countries where Shiseido’s overseas subsidiaries recently started sales. The exhibitions will introduce key milestones over the course of Shiseido’s 140-year history, contrasting Japanese women’s sense of beauty and cosmetics culture over the generations as a leading Japanese cosmetics brand with its ongoing efforts in state-of-the-art dermatology research. (admission free) Shiseido Hellas S.A. (Athens, Greece) will stage exhibitions in two phases from April 2 to 28 in luxury shopping mall and another location, tying in Shiseido’s corporate culture with storefront initiatives. Shiseido S.A. (Geneva, Switzerland) will become the first Japanese company to hold an exhibition in VIP lounge space provided by Swiss bank UBS, which is headquartered in Geneva, from May 4 to July 6, 2012. Initiatives in Overseas Business Shiseido is currently promoting its Three-Year Plan (April 2011 - March 2014) based on the theme of “getting into a growth trajectory” with the aim of becoming a “global player representing Asia with its origins in Japan.” Accordingly, the Company is focusing on accelerating globalization while also vitalizing its domestic business. In a related effort to strengthen its operations in the European market, wholly owned sales companies Shiseido Hellas S.A. and Shiseido S.A., which began operations in January 2010, are working to strengthen Shiseido’s presence at storefronts in their respective countries through sales activities that are rooted in local communities and markets. Taking advantage of the 140th anniversary of Shiseido’s foundation, the two companies will hold events introducing Shiseido’s corporate culture to complement corporate citizenship, while striving to become a brand that is loved by its customers. Based on the belief that its corporate culture is one of the Company’s key assets, Shiseido is pursuing activities worldwide to promote understanding of and empathy for its corporate stance since its founding to create new value and contribute to the beauty and health of its customers. [Overview of events to be held in Greece] Name Shiseido 1872-2012: “A Journey of True Beauty” Period (1) First half: April 2 to 14, 2012 (12 days; closed on Sunday) From April 3 to 7, two selected Beauty Consultants will travel from Japan to Greece to participate in promotional events. (2) Second half: April 17 to 28, 2012 (11 days; closed on Sunday) Locations (1) First half: Golden Hall (a premium shopping mall in Athens) (2) Second half: Hondos Center, Spata (Athens) The Hondos Center is home to Greece’s premier prestige cosmetics and perfumery retail outlets. Exhibition detail Over 170 items will be exhibited, reflecting motifs such as “Origin,” “Rich,” “Human Science,” “Omotenashi (spirit of hospitality),” “Design” and “Japanese Women’s Beauty” under the core theme of “A Journey of True Beauty.” [Overview of event to be held in Switzerland] Name Exposition Art & Beauty Shiseido 140th anniversary Period May 4 to July 6, 2012 (about 9 weeks) Location UBS VIP lounge space (Geneva, Switzerland) Exhibition detail A total of 154 items will be exhibited under the theme “Spirit of Richness and Birth of Shiseido,” presenting how Japanese women’s beauty has changed over time and Shiseido both past and present, which has played a leading role. 2 [Reference] Main Overseas Business Initiatives in Recent Years January 2010 Commenced operations of wholly owned subsidiary Shiseido Cosmetics Vietnam Co., Ltd. Strengthening of business scheme Commenced operations of wholly owned subsidiary Shiseido S.A. in Switzerland. Strengthening of business scheme Commenced operations of joint venture company Shiseido Hellas S.A. in Greece. Strengthening of business scheme February 2010 Completed construction of a production factory in Vietnam, becoming the 11th production base overseas (Americas: 3, France: 3, Mainland China: 2, Taiwan: 2, Vietnam: 1). Strengthening of global production structure May 2010 Announced Shiseido Dah Chong Hong Cosmetics Ltd. (Hong Kong), previously a consolidated subsidiary, to become a wholly owned subsidiary via the acquisition of all shares. Strengthening of business scheme June-July 2010 Held Shiseido Beauty Heritage Exhibition at the Shanghai Art Museum, the first time a Japanese company has exhibited at the museum, in conjunction with World Expo 2010 in Shanghai, China. July-September 2010 Launched global brand SHISEIDO in three Balkan Peninsula countries [Albania (July), Kosovo (August) and Macedonia (September)] via a distributor. Entry into emerging markets September 2010 Launched global brand SHISEIDO in Mongolia via a distributor. Entry into emerging markets October 2010 Launched global brand SHISEIDO in Georgia and South Africa via distributors. Entry into emerging markets September- October Held Urban Art Box window display exhibition in Paris to commemorate the 30th Anniversary of Shiseido 2010 Cosmetics Sales in France. November 2010 Launched global brand SHISEIDO via a distributor in Colombia and via Shiseido Europe S.A.S. in Moldova. Entry into emerging markets January 2011 Launched global brand SHISEIDO in Panama via a distributor. Entry into emerging markets February 2011 Launched global brand SHISEIDO in Armenia and Belarus via Shiseido Europe S.A.S. Entry into emerging markets March 2012 Held “Shiseido Exhibition / 1872-2011 / Empire of Beauty” in the arcade of GUM department store in Moscow, Russia’s largest department store. Organized in conjunction with Shiseido (RUS), LLC (established as a subsidiary in 2007). January 2012 Commenced operations of joint venture company Shiseido Kozmetik Anonim Şirketi in Turkey. Strengthening of business scheme Commenced operations of Shiseido Co., Ltd. India representative office with the aim of conducting market research in India. February 2012 Launched global brand SHISEIDO in Tunisia via a distributor. Entry into emerging markets 3 To mark Shiseido’s 140th anniversary in 2012, a commemorative logo is being used over the course of the year in various ways, such as for advertising tools, websites and storefronts in Japan and overseas. The logo’s arabesque design motif, which has a strong correlation with Shiseido, expresses the “past” and “future” of Shiseido. Poster for the Shiseido exhibition in Switzerland 4 .
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