October 13, 2011
Shiseido Co., Ltd.
[Reference]

Shiseido Initiatives Support Reconstruction
After the Great East Japan Earthquake

The environment in areas struck by the Great East Japan Earthquake is changing significantly as people move to temporary housing and face the first tough winter season after the disaster. Based on the circumstances, Shiseido is continuing to advance a unique aid initiative by arranging for Beauty Consultants (BCs) to conduct Beauty Support Activities and by donating cosmetics sets.

The initiative began as Shiseido provided much-needed assistance in shelters immediately after the earthquake, including donations of relief money and Dry Shampoo that can be used without rinsing off with water. The Company also implemented Beauty Support Activities to offer cosmetic service free of cost, provided 30,000 cosmetics sets, as well as helped to produce information by providing content for community FM and special disaster-related FM radio stations and disseminating beauty-related information via local newspapers for people in shelters. Shiseido thereby continues to take an original approach to developing aid tailored to the needs of disaster-affected areas and will promote the following two initiatives according to changing living situations and seasons.

1. Representative BCs to Participate in Beauty Support Activities
In the wake of the disaster, the Tohoku Branch of Shiseido Sales Co., Ltd. (Sendai, Miyagi Prefecture) has been developing Beauty Support Activities for which BCs offer cosmetic services free of cost in Fukushima, Sendai and Morioka. The service has been provided to a total of more than 30,000 people in Fukushima, Miyagi and Iwate prefectures to date.
BCs who are taking leading roles in Japan and other relevant personnel will be selected to become part of two 24-member groups (totaling 48 members in all). Group 1 will carry out activities for two days at the beginning of November 2011 and Group 2 will do so for two days at the end of January 2012. Shiseido aims to encourage everyone affected by the disaster not only about issues regarding skin, but also by boosting spirits through such services as facial massages applied using the advanced techniques of BCs.

2. Donation of Cosmetics Sets to Temporary Housing Facilities
In early December, Shiseido will donate cosmetics sets to enable people in temporary housing in the affected areas to live more comfortably and get the coming new year off to a bright start. Cleansing foam, skin lotion, foundation and lipstick were distributed in spring. This time, the cosmetics sets will also include lip cream and hand cream for protecting lips and hands from the dryness that severe cold can cause, as well as shampoo and conditioner for keeping hair clean and healthy. Shiseido 2012 desk calendars and message cards will also be provided. The plan calls for 70 employees from the Head Office and employees of the Tohoku Branch of Shiseido Sales Co., Ltd. to form teams to distribute a total of 12,000 cosmetics sets at temporary housing and make direct deliveries.