Dedication to Service (Oyakudachi) for Consumers Continuing
Shinpachiro Nishimura, the founder, believed that spreading cosmetics would serve society as Dedication toService (Oyakudachi) under the principle of “high-quality and best-value products*1.” Since then, the Company has
believed that Dedication to Services (Oyakudachi) for consumers through cosmetics is its reason for existence,and expanded Dedication to Service (Oyakudachi) in terms of quantity (sales) in Japan and Asia through Only One
Marketing from the perspective of Consumer-led Lifestyle Value Creation, and the creation of new markets that
propose new grooming behaviors.
*1 To provide consumers with products of unique quality and value at an appropriate price, and to obtain profit by the spread of the products, thereby maintaining social significance.

Founder
Shinpachiro NishimuraFounded in 1927
Founding Spirit

1982 following the Second Business Crisis
Pursuit of the Companyʼs reason for existence

Spreading high-quality andbest-value products“Dedication to Service (Oyakudachi)
for consumers”

Spreading high-quality products andhaving them used by as many people aspossible will lead to social contribution.

Identifying lifestyle wants in consumersʼ daily lives and helping
them feel a little bit of magic, to feel positive and cheerful,through cleaning their body, grooming, and dressing neatly.

■ Domestic net sales■ Overseas net sales*2 Fiscal year ended March 31, 2019: Some items that had been treated as expenses have been deductedfrom net sales at overseas consolidated subsidiaries included in financial statements conforming to IFRS.
*3 Fiscal year ended March 31, 2022: Some items that had been treated as expenses have been deductedfrom net sales of the Japan segment in order to apply the Accounting Standard for Revenue Recognition(ASBJ Statement No. 29), etc.

1920’s - 50’s (1st - 43rd)

1960’s (44th - 53rd)

1927
Established Kintsuru
Perfume Corporation

1970’s (54th - 63rd)

1980’s (64th - 73rd)

1990’

1960ʼs First Business Crisis

1980 Second Business Crisis

Alcohol-based liquid hair styling products
came to market
Performance of the Company was sluggish
due to being unable to respond to changes in
consumer wants as a result of not letting go of
the success of tique and pomade

Transitioned to a direct sales structure in
1978, but with ballooning costs, things cameto a standstill in two years, and eventually thedecision was made to return to sales throughdistributors.
The crisis left a long-standing impact, particularly
with respect to having to reduce personnel.

1933

1970

1982

Launched Tancho Tique

Launched the Mandom Series

Commenced the first MP
Developed Mandom terminology
such as “Oyakudachi (Dedicationto Service)” and “Seikatsusha(Consumers).”▲

Overseas
Business06

Mandom Report 2023

1958

1969

Commenced operations at
technical tie-up in the Philippines

Established a joint
venture in Indonesia

Strengthened Overseas19881990

Singapore

Thailand

1989

1992

TaiwanThe Philippines

Constantly Since Founding

2021
Launched the new VI andcorporate slogan

80,000*2“Human-Oriented Company” [Human to Human]

About Mandom

2017, the 90th anniversary of the founding of the Company
Evolve the Companyʼs reason for existence

Mandom is a “human-oriented company.”
Guided by our original concepts of Health, Cleanliness &Beauty, we reach boldly beyond the norm to bring wonder andinspiration to peopleʼs everyday lives.
60,000*3

Value Creation Story

40,000What the Company
aspires to bein 2027, the 100thanniversary of its
foundingVISION2027➡ P.6220,000Materiality

106th fiscal year

(ended March 31, 2023)

0’s (74th - 83rd)

Consolidatedbase

2000’s (84th - 93rd)

0 (Millions of yen)2010’s (94th - 103rd)

2020’s (104th -)2011

Commenced the firstover-the-counter sales of
GATSBY hair foam for men
Launched GATSBY facial cleansing paper
Introduced a new way of grooming

Launched Bifesta, a cosmetics
brand for women
Full-scale introduction to the skincare market
Commenced full-scale renewal of LÚCIDO as
an aging care brand and developed the middleaged menʼs market

20062014

Launched GATSBY Moving Rubber, which becamea signature series in the menʼs styling market

Launched LÚCIDO-L Oil Treatment series

1994

1995

Launched menʼs hair styling product GATSBY
Water Gloss in Indonesia
Expanded product line for various sizes;
became widely known, primarily for thesachet-size version

Launched womenʼs cosmetic item Pixy
Two Way Cake in Indonesia

1996

2019

Developments
1993

1997

2008

2015

Hong Kong

Malaysia

China

Vietnam

1996

1999

2012

China

South Korea

India➡ P.31

Acquired shares of ACG International
Sdn. Bhd.

(Mandomʼs Six Strengths)

Only OneMarketingKnowledge in Menʼs
Cosmetics Field
Overseas
Expansion Focusedon Asia“Unique Research”
and “ReliableTechnology”

Production Systemwith Three
Manufacturing
Bases

Company Information

The first M&A since founding

Acquired
AssetsPerformance for the Fiscal Year Ended March 31, 2022

1985

Middle-Range Planning

Created a market and expanded results by offering new grooming options

Highly-Engaged
Human Resources(Employees)➡ P.34 〜

Mandom Report 2023

07