Shiseido has announced a New Three Year Plan, spanning 2018 to 2020. The plan builds on and will help to realize the medium to long-term goals set in its Vision 2020 mission back in 2014.

From 2015 through 2017, Shiseido has completed the ‘Rebuild the Business Foundation’ phase, smashing its 2020 sales target in 2017 as global sales hit ¥1 trillion. For the next three years, the Japanese cosmetics manufacturer will implement a new phase aimed at accelerating growth still more with the ultimate goal to become one of the top three companies in the global cosmetics market.

Sales targets have been set at ¥1.2 trillion for 2020, with operating income in excess of ¥120 billion and ROE exceeding 14 percent. To that end, the company will operate a ‘prestige first strategy’, investing an additional ¥120 billion in marketing over the three years and accelerating digital through strengthened cooperation with e-commerce sites.