Shiseido to Provide Makeup Advice to Individuals with
Serious Skin Concerns in Hong Kong
Accelerate Global Expansion of CSR Activities through Cosmetics and Beauty Care

Shiseido will provide makeup advice to individuals with serious skin concerns such as birthmarks, vitiligo and scarring from Apri1 1, 2011 at the Shiseido Beauty Center in Hong Kong. Shiseido has been working with medical institutions since the early 1990s to offer makeup advice to individuals with serious skin concerns, as well as to develop the Perfect Cover Foundation series, a line of cosmetics products specifically designed to cover birthmarks and other special skin concerns. In June 2006, Shiseido established the SHISEIDO LIFE QUALITY BEAUTY CENTER (hereinafter, “SLQ Center”) in Tokyo’s Ginza district*1 as the base of activities. Centers were also established in Shanghai, China, and Taipei and Kaohsiung, Taiwan, in April 2009 to globally expand activities. From the start of activities in Hong Kong, Shiseido will accelerate global expansion of CSR initiatives through cosmetics and beauty care, which is its main business, to realize Shiseido’s corporate message of “This moment. This life. Beautifully.”

*1 Due to rebuilding of the Shiseido Head Office Building, the current facilities will be temporary closed from April 17. The center will be relocated to the Shiseido Gotanda Building and reopen from May 10.

Makeup Advice Activities in Hong Kong
Specialized staff who have received technical training will provide advice free of charge for serious skin concerns such as birthmarks, vitiligo and scarring. Consultations will be given on makeup techniques using suitable makeup items including foundations for individuals with concerns. The aim of these activities is to enable such individuals to learn how to apply makeup by themselves on a daily basis. Consultations will be conducted by appointment in a private, one-on-one setting.

Name: Shiseido Beauty Center
Address: 7/F, Phase 1, China Taiping Tower, 8 sunning road, Causeway Bay, HK
Tel.: +852 (country code)-2525-2522
Business hours: Monday through Friday: 11:00~22:00, Saturday, Sunday, Holidays: 10:00~22:00 (Reservations accepted during business hours)
Fee: Free of charge

Globally Expanding CSR Activities through Cosmetics and Beauty Care
Since the establishment in April 2009 of SLQ Centers in Shanghai, China, and Taipei and Kaohsiung, Taiwan, over 700 people in China and 900 people in Taiwan ranging from young children to the elderly have visited the facilities. Numerous positive feedback has been received, including comments such as “I can cover and don’t have to worry anymore about areas that I haven’t been able to treat” or “Now, I can enjoy going out.” Shiseido is also globally expanding the SHISEIDO LIFE QUALITY BEAUTY SEMINAR (hereafter, “SLQ Seminar”), which aims to improve Quality of Life (QOL) through the power of cosmetics. A total of 19 affiliates overseas are holding SLQ Seminars in accordance with local circumstances including seminars for the elderly and persons with disabilities, and cancer patients. Approximately 70 seminars in total were conducted by 19 overseas affiliates in 2010 and were attended by approximately 1,700 people.

Shiseido’s Life Quality Beauty Activities
Since its founding 139 years ago, the entire range of Shiseido’s corporate activities has been synonymous with its CSR activities in seeking to bring joy to its customers. In addition to implementing fundamental CSR that must be undertaken as part of corporate social responsibility, Shiseido continues to pursue CSR activities that are unique to Shiseido under the themes of “cosmetics & beauty care,” the “environment” and “culture.” Among these, within Shiseido’s main business of “cosmetics & beauty care,” a number of activities are being conducted aimed at enrichment in mind and body through the power of cosmetics by applying accumulated research results for both cosmetic products and services. These activities are collectively known as the SHISEIDO LIFE QUALITY BEAUTY PROGRAM. In addition to providing makeup advice for individuals with serious skin concerns, Shiseido has been involved in an ongoing series of initiatives since 1949. These include offering Beauty Seminars at facilities for the elderly and persons with disabilities, disseminating beauty care information in Braille and audio formats. As a result of being evaluated for these activities, in 2009 Shiseido received the “Beauty with Heart Prize” Corporate Philanthropy Award Special Prize presented by the Japan Philanthropic Association. Shiseido continues to promote CSR activities for improving QOL worldwide. 2