Shiseido Company (4911) Investor Day 2025 summary

Business performance and brand leadership

• ELIXIR achieved global net sales of over JPY 50 billion in 2024, up 8% year-over-year, with 80% of sales from Japan and strong growth in Asia-Pacific markets.

• ELIXIR has been No.1 in Japan's total skincare category for 18 consecutive years and leads in multiple subcategories.

• ANESSA reached over JPY 50 billion in sales, with 70% from overseas markets, holds the No.1 sun care share in Asia, and has won over 60 global cosmetics awards.

• Both brands have shown steady sales growth in Japan, China, and APAC, with ANESSA's APAC CAGR at low 20%.

• Both brands are expected to contribute significantly to consolidated profit, with ELIXIR projected to grow faster than the company-wide 3% sales growth rate through 2026.

Strategic direction and innovation

• ELIXIR shifted to selective product launches and streamlined SKUs, resulting in record market share and margin improvement.

• Hero products like THE SERUM and V Cream have launched in Asia and China, exceeding sales expectations.

• ANESSA continues to innovate with new product formats and proprietary UV protection technologies, such as Auto Veil and Auto Booster.

• Both brands are expanding e-commerce and open-sell channels, and introducing digital tools like the ELIXIR AI Skin Analyzer and loyalty programs to enhance engagement.

• AI-powered skin analysis and personalized experiences are driving membership and consumer engagement.

Channel and regional expansion

• ELIXIR is shifting from department stores to open sale channels, especially drugstores, in Japan and overseas to increase accessibility and profitability.

• ANESSA is expanding into new markets, including Mongolia, and strengthening its presence in Asia-Pacific, focusing on both offline and online channels.

• Key overseas markets for ELIXIR include China, Vietnam, Thailand, Singapore, and Malaysia, with tailored product strategies.

• Both brands leverage influencer marketing, events, and local partnerships to build brand equity.

• ANESSA's CX app in China offers real-time sun protection tips and personalized recommendations.