[Reference]
April 21, 2011
Shiseido Co., Ltd.

Shiseido’s Third Donation of Relief Supplies for the Areas affected by
the Earthquake in East Japan

Shiseido Co., Ltd. extends its heartfelt sympathies and deepest condolences to the people affected by the recent earthquake and tsunami that struck the east coast of Japan.

Subsequent to its first and second donations of monetary relief and relief supplies for the disaster-stricken areas, Shiseido is currently undertaking the following initiatives.

1. Contribution of 30,000 Sets of Cosmetics

Shiseido has started to send sets of cosmetics to displaced women staying at evacuation centers who otherwise have little access to beauty care. Each cosmetics set is comprised of a skin lotion, moisturizing emulsion, eyebrow pencil, foundation, body sheet, lipstick sample, etc., and includes a leaflet containing instructions for use and other practical information such as how to prevent and deal with thrombosis, a condition that evacuees are at risk of suffering. Around 500 Shiseido employees have volunteered their time to package the sets. The cosmetics sets are being sent to Shiseido sales offices in Fukushima, Sendai, and Morioka, and from there delivered by local staff to evacuation centers. The first delivery was sent out on Thursday, April 21, 2011.

2. Beauty Consultants at Tohoku Branch of Shiseido Sales Engage in Volunteer Activities

The Tohoku Branch of Shiseido Sales Co., Ltd. (Sendai, Miyagi Prefecture) has started to dispatch Beauty Consultants (BCs) to evacuation centers in Fukushima, Sendai, and Morioka by request to offer free beauty care services. The services provided by the volunteer BCs include hand massages for all—men and children as well as women—face massages for women, and shampoo services for men using a dry shampoo. Through these volunteer activities, an approach that is unique to Shiseido as a cosmetics company, the Tohoku Branch of Shiseido Sales aims to contribute to making life at the evacuation centers a little better. The services have so far been provided to a total of 1,500 people at 35 evacuation centers in Fukushima, Miyagi, and Iwate prefectures and are scheduled to be continued over the coming days.

3. Donations

(1) Shiseido’s Overseas Group Companies Make Donations through the Red Cross
Shiseido’s overseas group companies have also increasingly voiced their desire to make donations.
As of March 31, 21 affiliates raised a total of about 20 million yen, which was donated to the Red Cross organizations in their respective countries. Group companies in France, in particular, have adopted a unique approach whereby factory-based employees at these companies have donated the equivalent of a day’s pay to the Red Cross, while office workers have given up a paid annual leave day and asked that the money be donated on their behalf to the Red Cross.

(2) Shiseido Social Contribution Club －Hanatsubaki Fund
The Hanatsubaki Fund* has been accepting voluntary donations for disaster-stricken areas from Shiseido’s current and former employees. It has raised a total of 6.3 million yen to date. The monetary donation is planned to be entrusted to Japan Platform, a non-profit humanitarian aid organization, at the end of April.

* The Hanatsubaki Fund was set up to support Shiseido’s social contribution activities in 2005.

Shiseido will continue to focus on support activities that promote the health of disaster victims by leveraging the expertise developed over the years as a cosmetics company.