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balanced strengths across all three axes of
beauty – skincare, make-up and fragrance- targeting three main regions: Asia–Pacific,
EMEA, and the Americas. STR’s ‘Think
Global, Act Local’ approach aims to establish
a stronger presence of prestige brands across
the globe and at home, while enhancing our
travel retail exclusive offerings and digital
marketing programs to consumers.
As the Group’s most profitable business,
STR has become the ideal platform to
showcase Shiseido on the world stage.
“At the same time, we want to bring the
J-Beauty (Japanese beauty) wave to travel
retail and inspire the one billion travellers
around the world to become Shiseido beauty
shoppers,” says Philippe. “We’re aiming for at
least US$2.5 billion in retail sales; a number
four ranking and an eight per cent market
share among beauty groups in travel retail
worldwide; and to increase STR’s share
of total Group sales to 10 per cent. At
this juncture, I’m pleased to say we’re
right on track.”
Philippe says that while Vision 2020 is
his focus, the Group is already starting to
articulate a vision for the following 10 years,
centred around putting its people first and
Since then, Philippe has taken STR to
new heights under a ‘One Shiseido, One
Travel Retail’ approach. “Shiseido entered
travel retail in 2002, with growth strongly
driven by the Asia market. With the initial
success, Travel Retail was earmarked as a
major strategic priority – one of six regional
entities outlined in the Group’s Vision 2020
mid- to long-term strategy.” Announced at
the end of 2014 by Shiseido Company,
Limited’s President and CEO Masahiko
Uotani, Vision 2020 was designed to
rejuvenate the brand and quicken responses
to the fast-changing consumers and markets,
driving growth and profitability. This year
marks a critical point in setting the business
on a growth trajectory, with all efforts geared
beyond ¥1 trillion in net sales and upwards
of ¥100 billion in operating income.
“STR is expected to be an important
driver in achieving these goals. To support
this growth, we established a dedicated
global team in Singapore in 2015, focused
on our cosmetics brands,” explains Philippe.
“To adapt to industry trends of retailer
consolidation and wider market changes such
as digitalisation and globalisation of travel, we
unified our cosmetics and fragrance businesses
in 2016 to create Shiseido Travel Retail.”
The result is a streamlined organisation with