Beauty
K
nown around the world for their
unique approach to customer
service, the Japanese take great pride
in anticipating and fulfilling people’s
needs in advance. Deeply rooted in
their culture, the influence of
omotenashi (hospitality) is everywhere in Japanese
customer service. Though the English translation
hardly grasps this powerful concept, put simply, it
means offering the best service, from the bottom
of the heart, without expectations of a reward.
This attitude is, and always has been, the
bedrock of one of the world’s oldest cosmetics
companies, Shiseido. Founded in 1872, this beauty giant is now the largest cosmetics firm in
Japan and the fifth largest in the world – with a premier reputation to suit. President and CEO
of Shiseido Travel Retail (STR), Philippe Lesné says omotenashi is manifested in every facet of
Shiseido’s work. “We’re privileged to be able to inspire a life of beauty and culture, and create
a positive impact on our customers and society – it drives our purpose. I personally believe in
omotenashi and I think it has allowed us to really differentiate ourselves in the market,” he says.
Starting his beauty career in fragrance, Philippe joined Kenzo Parfums at LVMH in France- the heart and soul of the global perfume industry. “Over the next 15 years, I moved from Paris
to the Americas, where I’ve lived in Buenos Aires and New York, two wonderfully vibrant cities,
and developed a deep knowledge of the luxury fragrance and cosmetics business,” he explains.
“I joined Shiseido Group in 2009 as Managing Director of Travel Retail Asia–Pacific – a position
I held for almost five years – until I was promoted to Vice-President Travel Retail Worldwide and
President and CEO of Travel Retail the year after.” »
A captain of the cosmetics
industry, Shiseido Travel
Retail is leveraging 145 years
of experience and traditional
Japanese values to make the
world a more beautiful place.WORDS HOLLY JOHNSON
IMAGES RAPHAEL OLIVIERc
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”42 | theceomagazine.com“