B R A N D P R E S E N TAT I O N
F O R I N V E S TO R S

July 2, 2024

MY PROFILE
1997 : Joined Shiseido
2012 : Managing Director, Shiseido Singapore Co., (Pte.) Ltd.
2015 : Director, Clé de Peau Beauté Brand Unit,
Shiseido Co., Ltd.
2018 : Vice President, Clé de Peau Beauté Brand Unit,
Shiseido Co., Ltd.
2022 : Chief Brand Officer, Clé de Peau Beauté
Executive Officer, Shiseido Co., Ltd.
< incumbent >Mizuki Hashimoto
Chief Brand Officer, Clé de Peau Beauté
Executive Officer, Shiseido Co., Ltd.

1. Brand Overview
2. Strategic Priorities for Growth
3. Sustainability Commitment

1. Brand Overview
2. Strategic Priorities for Growth
3. Sustainability Commitment

OUR IDEA: RADIANCE

We believe in the power of Radiance.
We recognize it as a positive force.
The highest expression of authentic beauty.
Where there is strength, intelligence, substance, and character –there is Radiance.
Where there is joy and beauty that overflow from within –there is Radiance.
Where there is optimism, inspiration, uplifting influence, and constructive
action – there is Radiance.
We exist to help everyone connect with, and unlock thepower of, their own Radiance – in their skin, in themselves,in the world.

BRAND VISION

To be the most coveted global luxury beauty brandby unlocking woman’s potential
in her skin, self and society through science and innovation

6OUR BRAND: 2023 KEY FIGURES

AroundAround2023 Prestige Skincare

1982

170

26

2,300

No. 1 *in JAPANbn JPYCountries & Regions

Point of sale

Sales Rank in JAPAN

Established

Net Sales
Performance

Distribution
NetworkPresence

Number ofDistribution

in combined
Department &Boutique stores* Beaute Research Retail Sales ReportOUR PRODUCT: MAJOR LINESKEY RADIANCE CARE

* 10,000 – 25,000 JPY

SUPREMELA CRÈME

SYNACTIF

25,000 – 40,000 JPY

60,000 – 80,000 JPY

12,000 – 130,000 JPY

COMPLEXION

COLOR MAKEUP

10,000 – 30,000 JPY

5,000 – 10,000 JPY* Suggested Retail Price < Excl. VAT >Range in JAPANOUR TRAJECTORY: GLOBAL EXPANSION
170

Name of countries & regions is listed in order of launchbn JPYNET SALES

2022 -2019 - 2023
1998 - 2001

PHILIPPINE

UK, ITALY, SPAINGERMANYFRANCE, NETHERLANDS,BELGIUM, SWITZELAND

TAIWAN, USA, KOREA,SINGAPORE, MALAYSIA,THAILAND, CHINA,
HONG KONG, CANADA

2009 -2012 -2015 -VIETNAMRUSSIAINDONESIA

Distribution Network
Presence in26
Countries & Regions- as of March 2024 -2006

2007

200820092010

2011

201220132014

2015

2016

20172018

2019

2020

2021

2022

2023

OUR MIX OF BUSIN ESS : 2023 PERFORMANCECATEGORY

CHANNELGEOGRAPHYOTHERJAPANONLINE
MAKEUP

SKINCARE

BRICK &MORTARTRAVELRETAIL
CHINA

1. Brand Overview
2. Strategic Priorities for Growth
3. Sustainability Commitment

OUR G ROWTH : STRATEGIC PRIORITIES

010203High Quality &Innovative
ProductsExquisite
BrandExperience

Pursuit ofOperational
ExcellenceHigh Quality & Innovative Products

OUR G ROWTH : STRATEGIC PRIORITIES 01
MIX OF BUSINESSCATEGORY
2023 PERFORMANCESYNACTIFLA CRÈME
SUPREME

MAKEUP

SKINCARE

21-23 CAGR
Double-digit
GrowthAchievement

GREATER FOCUS
on long-term

High Quality & Innovative Products

OUR G ROWTH : STRATEGIC PRIORITIES 01

SKINCARE FOCUS

COMPLEXION MASTER

CREATE EXCITEMENTExquisite Brand Experience

OUR G ROWTH : STRATEGIC PRIORITIES 02
ASPIRATIONAL CONTENTS

ELEVATED EXPERIENCEFOR
BRAND EQUITYFORCUSTOMER LOYALTYExquisite Brand Experience

OUR G ROWTH : STRATEGIC PRIORITIES 02
ASPIRATIONAL CONTENTS

LUXURYHERITAGE

CRAFTSMANSHIPSUSTAINABILITYSCIENCE
SKIN BENEFITSTECHNOLOGYINGREDIENTExquisite Brand Experience

OUR G ROWTH : STRATEGIC PRIORITIES 02

NEW LAUNCH IN

SEPTEMBER 2024

Exquisite Brand Experience

OUR G ROWTH : STRATEGIC PRIORITIES 02
ELEVATED EXPERIENCELUXURYRETAIL INNOVATIONHUMAN TOUCH
UNPARALLELED EXPERIENCEPursuit of Operational Excellence

OUR G ROWTH : STRATEGIC PRIORITIES 03
MAJOR STRATEGIC DIRECTIONSJAPAN➢ Create and strengthen new
touch points with customers
while elevating existing
touchpoints

CHINA➢ Drive the growth of premium lines
such as Supreme, La Crème andSynactif

TRAVELRETAIL➢ Holistic travel-relevant concept brandactivation building and execution
in line with Mainland China

ASIA
PACIFIC➢ Strengthen brand experiences for
new customer acquisition withskincare category

AMERICAS➢ Enhanced customer experience
with new counter and service
implementationEMEA➢ Establish luxury presence throughselective distribution concentratingon per door productivity

Pursuit of Operational ExcellenceOUR G ROWTH : STRATEGIC PRIORITIES 03

JAPANSKIN INTELLIGENCE EVENTTHE SERUM POPUP STORETOKYO - ISETAN SHINJUKU

Pursuit of Operational Excellence

OUR G ROWTH : STRATEGIC PRIORITIES 03

CHINA

TRAVEL RETAIL

SS24 HEIGHT OF RADIANCE CAMPAIGN

SS24 LA CRÈME CAMPAIGN

Pursuit of Operational Excellence

OUR G ROWTH : STRATEGIC PRIORITIES 03

ASIA PACIFIC

MALAYSIA KUALA LUMPUR - THE EXCHANGE TRX

Pursuit of Operational Excellence

OUR G ROWTH : STRATEGIC PRIORITIES 03

AMERICASNEW YORK - BERGDORF GOODMANTEXAS DALLAS - NEIMAN MARCUS NORTHPARK

Pursuit of Operational Excellence

OUR G ROWTH : STRATEGIC PRIORITIES 03

EMEA

UK LONDON - HARRODSFRANCE PARIS - LA SAMARITAINEGERMANY BERLIN - KADEWE

1. Brand Overview
2. Strategic Priorities for Growth
3. Sustainability Commitment

OUR COMMITMEN T: SUSTAINABILITYOVERARCHING SUSTAINABILITY VISIONINTELLIGENT SUSTAINABILITY
to inspire a more radiant future for our planet and our societyIntelligence to be driven in ourproduction eco-system

PLANET - ENVIRONMENT➢➢

Eco-friendly Materials
Refillable ProductsIntelligence to be passed for girls
in the future generation

SOCIETY - PHILANTHROPY➢➢

Power of Radiance Awards
Partnership with UNICEF

PLANET - ENVIRONMENTOUR COMMITMEN T: SUSTAINABILITY

ECO - FRIENDLY
MATERIALS

REFILLABLE
PRODUCTSSOCIETY - PHILANTHROPYOUR COMMITMEN T: SUSTAINABILITY

POWER OF RADIANCE AWARDS

2024 AWARD RECIPIENT

Reshma Saujani
2019

2020

2021

2022

2023

PASTAWARD
RECIPIENTSMUZOONALMELLEHANPRATIKSHA PANDEY
BINITA SHRESTHAALYONA
TKACHENKO

AMANDA
SIMANDJUNTAKDAO THI HONG
QUYEN

SOCIETY - PHILANTHROPYOUR COMMITMEN T: SUSTAINABILITY

PARTNERSHIP WITH UNICEF
Providing STEM Education, Empowerment Programs toover 6.8 million girls within 4 years of partnership© UNICEF/UNI560661/Rasnat** UNICEF does not endorse any company, brand, product, or service **Unlock the Power of your Radiance3