THE WHAT? Shiseido has launched a new medium-term strategy guiding its growth up until 2025. The J-beauty behemoth’s SHIFT 2025 and Beyond plan will see it usher in a new management structure designed to shift from defense to offense and ensure further growth.
THE DETAILS Following on from the WIN 2023 and Beyond strategy announced in 2021, the company’s first priority to regain growth in its home market by strengthening brands and organization. The company said it is strengthening investment in its three priority areas of brand, innovation, and people.
THE WHY? Shiseido’s last medium-term strategy, launched after the shock of the pandemic, saw it shift focus to skin care and accelerate digital transformation to boost sales. This latest plan is designed to build from the ‘solid financial base’ it built via these various initiatives.
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