KOSÉ REPORT 2021 Integrated Report - KOSE

Page created by Dana Sanchez
 
CONTINUE READING
KOSÉ REPORT 2021 Integrated Report - KOSE
KOSÉ REPORT 2021
       Integrated Report
KOSÉ REPORT 2021 Integrated Report - KOSE
Creating Beauty in a Sustainable World
                                     For People                                                                                                                For the Earth
                                                                                                                                   Use the theme
                       A source of                                             Support for a                                                                                                                                 Environmental
                                                                                                                                    of beauty to
                        adaptable                                                beautiful,                                                                                                                                   programs in
                                                                                                                                     help solve
                      products and                                              healthy and                                                                                                                                   areas where
                                                                                                                                   environmental
                         services                                                happy life                                                                                                                                  KOSÉ operates
                                                                                                                                       issues
                                                                                                                                                                           Lower the overall
                                        Help create a
                                                                                                                                                                            environmental
                                       world with true
                                                                                                                                                                          impact of business
                                       gender equality
                                                                                                                                                                              operations

                                               Ed i to r i a l Po l i c y                                                     Value Creation Story                          Growth Strategies                                  Data Section
                                                                                                                              KOSÉ Group's Mission                   2     Overview of Growth Strategies              20     Financial and Non-Financial Highlights   56
                                               This report aims to provide stakeholders with a deeper understanding
                                                                                                                              A History of Creating Beauty           4     Strategies by Region                       22     10-Year Summary of Selected
                                               of the KOSÉ Group’s activities by presenting not only financial information,                                                                                                    Financial Data                           58
                                                                                                                              The KOSÉ Group’s Sustainable                  Progress of the KOSÉ Sustainability Plan   26
St at e m e n t o f Pur po s e                 but also non-financial information including management policies,
                                                                                                                              Growth Process                         6         For People                             28     3-Year Summary of Selected
                                               strategies and our underlying rationale. Please refer to our website
                                                                                                                              KOSÉ Sustainability Plan               8                                                        Non-Financial Data                       60
                                               for information related to IR and sustainability.                                                                                For the Earth                          32
Create a culture and values                                                                                                   Model for Raising Brand Value         10                                                       Principal Group Companies                62
                                                                                                                                                                                                                               Corporate Information/Stock Information 63
embodying a distinctive beauty                 Fo r w a rd - L o o k i n g Sta te m e n ts
                                                                                                                              Brands at a Glance
                                                                                                                              Feature: Value Creation Initiatives
                                                                                                                                                                     12
                                                                                                                                                                     14
                                                                                                                                                                            The Foundation for Our Value Creation
                                                                                                                                                                            Mind to Follow the Right Path              38
through a sophisticated fusion                 This report contains forward-looking statements about KOSÉ Corporation’s       Interview with the President          16     External Recognition                       44
                                                                                                                                                                            Messages from External Directors           45
of sensuousness and intelligence.              future plans, strategies, and performance that are not historical
                                               facts. Risks and uncertainties resulting from changes in the business                                                        Corporate Governance                       46
                                               environment may have a significant effect on actual business results.                                                        Career Histories                           54
                                               Please also note that we shall not be held responsible for any omissions
                                               or errors in data and content in this document.

                                                                                                                                                                                                                                                         KOSÉ REPORT 2021     1
KOSÉ REPORT 2021 Integrated Report - KOSE
Value Creation Story

       KOSÉ Group’s Mission
                                                                                                                        The carefully selected materials
       KOSÉ was founded amid Japan’s post-war ruins, with the aim of using the power of cosmetics to create a
       brighter future. No matter what the situation, beauty provides sustenance to humankind. Even amid the present      that are indispensable for
       uncertainties of the COVID-19 pandemic, KOSÉ continues to help brighten the future for people around the           KOSÉ’s manufacturing are
       world and for our precious Earth by sharing all of our wisdom as a company that creates beauty.
                                                                                                                           part of the Earth’s bounty.
                                                                                                                       We protect the global environment
                                                                                                                         as we help create sustainable
                                                                                                                              and beautiful value.
                                                            KOSÉ values being a source of
                                                            beauty for everyone, and helps
                                                           create a world where people with
                                                           diverse backgrounds and features

                                                                                                                       For the Earth
                                                               can live confidently and
                                                                      beautifully.

                              For People                                                                                                     KOSÉ aims to grow through
                                                                                                                                            mutual support by earning the
                                                                                                                                              trust of all its stakeholders
                                                                                                                                             involved in manufacturing.

        KOSÉ uses the commitment to
       quality it has cultivated since its
       founding to continuously create
          unique, highly safe items.

2   KOSÉ REPORT 2021                                                                                                                                               KOSÉ REPORT 2021   3
KOSÉ REPORT 2021 Integrated Report - KOSE
Value Creation Story

       A History of Creating Beauty
       For over 70 years, KOSÉ has created beauty underpinned by innovation and high quality. Many of the revolutionary
       products that we have launched were pioneering within the cosmetics industry, and they continue to be
       long sellers with a strong presence. We have continued to create new value that stays just slightly ahead of
       contemporary lifestyles.

        1946                    Foundation of KOSÉ                                                                                                 1990s-2000s                                  Establishing Our Presence

                                                                                                                                                        1992                     1994                     2002                      2004                    2005
                                                                                                                                                        DECORTÉ                  LECHÉRI                    Prédia                 DECORTÉ                ASTALUTION
                                                                                                                                                   MOISTURE LIPOSOME           Water Pact UV              SPA et MER              WHITELOGIST            Wrinkle Essence
                                                                    Kozaburo Kobayashi founded KOSÉ in 1946, building trust by                                                                       Fango Double Cleanse

                                                                    delivering high-quality cosmetics directly to retailers throughout
                                                                    Japan. KOSÉ introduced a contract sales system based on direct                 We established our corporate message in 1991, and              in 2007. In Japan, we introduced the JILL STUART
                                 1951
                 Launch of Perlight Skin, a cosmetic cream          transactions with retail stores, which embodied his ideal of                   redefined it in 2020 as “Creating Beauty in a Sustainable      brand to the domestic cosmetics market in 2005.
                     containing photosensitizing dyes
                                                                    co-existence and co-prosperity as well as joint management of                  World” to show our corporate stance as a “company              We also raised our presence by continuing to create
                                                                    manufacturing and sales. Kozaburo’s motto, “Mind to Follow                     that creates beauty.” In the 2000s, KOSÉ used its track        unique cosmetics, including ASTALUTION, a high-
                                                                    the Right Path,” serves as the fundamental policy of KOSÉ’s                    record as the basis for a full-scale entry into overseas       quality, highly effective beauty serum containing a
                                                                    Sustainability Policies and the foundation of KOSÉ’s corporate spirit.         markets. We have established subsidiaries in Hong              high concentration of astaxanthin, and DECORTÉ
                                                                                                                                                   Kong, South Korea, and China, and started sales in             MOISTURE LIPOSOME, which applies the results of our
                                                                                                                                                   Vietnam in 2001, the Philippines in 2003, and Myanmar          research and development.

        1970s-1980s                                          Innovation and a Spirit of Challenge
                                                                                                                                                   2010s onward                                   Accelerating Globalization

                 1970                             1974                    1975                              1981                        1985
                  DECORTÉ                        SUMMERD                ALPHARD R・C                       Sport Beauty                  SEKKISEI         2015                    2016                     2018                      2019                    2020
               Pressed Powder                                          Liquid Precious                    Suntan Milk
                                                                                                                                                        CLEAR TURN              DECORTÉ                 ADDICTION                    DECORTÉ                SEKKISEI
                                                                                                                                                       Super Premium        AQMW Eye Glow Gem        COMPACT ADDICTION            AQ MELIORITY        CLEAR WELLNESS series
                                                                                                                                                         Fresh Mask                                                              Intensive Cream
           In the 1970s and 1980s, we incorporated the findings of            that has steadily achieved results. In addition, we
           a series of innovative research and development projects           entered the cosmetaries* business with the
                                                                                                                                                   In the 2010s, we began sales of DECORTÉ in Italy and           products that have global appeal. In Japan, we opened
           in products that were industry firsts. These products              establishment of KOSÉ Cosmeport Corp., which has
                                                                                                                                                   North America. We used two methods to promote                  directly managed Maison KOSÉ stores in Ginza in 2019
           included SUMMERD, a foundation that does not                       expanded our portfolio to include items such as aging
                                                                                                                                                   globalization: overseas expansion and portfolio growth         and Omotesando in 2020. In addition, we have rolled
           require the use of water, ALPHARD R・C Liquid Precious,             care cosmetics and high-quality cosmetics that are
                                                                                                                                                   through the addition of overseas brands. This included         out multiple online channels to provide value from two
           the industry’s first beauty serum, SEKKISEI, a lotion              affordable for younger purchasers, thus enlarging our
                                                                                                                                                   making Tarte, Inc., which sells skin care and makeup           perspectives through a combination of digital
           containing Japanese and Chinese herbal extracts, and               customer base.
                                                                                                                                                   products mainly in the United States, a subsidiary in          technology and hands-on experience while pursuing
           the DECORTÉ high-prestige brand. At the same time,                 * A coined term combining "cosmetics" and "toiletries"
                                                                                                                                                   2014. Today, we continue to develop brands and                 personalized customer experiences.
           we established a Company-wide quality control system

4   KOSÉ REPORT 2021                                                                                                                                                                                                                                     KOSÉ REPORT 2021     5
KOSÉ REPORT 2021 Integrated Report - KOSE
Value Creation Story
                                                                                                                                                                                                                                     Our Message

        The KOSÉ Group’s Sustainable Growth Process                                                                                                                                                                       Creating Beauty
        Toward the achievement of its medium-to-long-term VISION 2026, the KOSÉ Group is taking on the material                                                                                                           in a Sustainable
        issues of the KOSÉ Sustainability Plan, which it formulated in 2020. In doing so, it will establish an unrivaled                                 Our Medium-to-Long-Term Vision
        presence as a “company that creates beauty” while working to deliver unique value and gain the                                                                                                                         World

                                                                                                                                               VISION 2026
        appreciation of customers worldwide.

          Social Issues (Risks and Opportunities Recognized by KOSÉ)

                                                                                                                                                     Evolving into a Company
          People & Society                                       Environment                                                                          with a Global Presence
     • Changes in the international economic balance
     • Declining population and birthrate and aging
        population in Japan                                • Climate change (intensifying and more
                                                                                                                                             • A
                                                                                                                                                 company dedicated to being a source of beauty
     • Interaction of populations through globalization       frequent abnormal weather)                                                        for everyone
     • Interaction of people with diverse backgrounds     • Marine plastic problem
        and features
     • Blurring of industry boundaries
                                                           • Depletion of natural resources                                                  •A
                                                                                                                                               company that uses foresight for the constant
                                                           • Emerging water resource risks
     • Response to IoT and digitalization                                                   and others
                                                                                                                                              creation of innovative value
     • Expectations for Japanese quality
     • Stronger oversight of corporate governance                                                                                           •A
                                                                                                                                               company with diverse brands and human
       systems
                                       and others
                                                                                                                                              resources that can succeed worldwide
                                                                                                                                             •A
                                                                                                                                               company that constantly attracts more
                                                                                                                                              customers and is a place where people are
                                                                                                                                              proud to work                                                                          What We Aim to Be

                                  Strengths of the KOSÉ Group
                                   (Sources of Value Creation)
                                                                                                                                                                                                                             A company with
                            Brands with Long
                       H i s t o r i e s a n d Nu m e r o u s
                                                                                                                                                                                                                               exceptional
                                                                                                                                              Become a customer-driven company
                           Long-Selling Items                                                                                      Phase Ⅲ    appreciated by people worldwide                                                customer loyalty
                                                                                                                                              Increase KOSÉ’s global presence and
                                                                                                                        Phase Ⅱ               improve the customer experience                                                   A p or t folio filled w it h
                    Unique Brand               Research and            Commitment
                                                                                                                                              Upgrade global brands and                                                     e xtre mely appealing brands
                     Marketing                 Development              to Quality                             PhaseⅠ                         reinforce points of customer contact

                                   A Management Base Unique
                                   to a Family-Owned Business                                                            KOSÉ Group           Sustainability Plan                     Pages 8-9

        Our Current Position                                                                                                                    Our Targeted Position (VISION 2026)

                Net Sales                           Operating Margin                    Overseas Sales Ratio        E-Commerce/                     Net Sales      Operating Margin     Overseas Sales Ratio   E-Commerce/Travel     Euromonitor Premium Beauty
                                                                                                               Travel Retail Sales Ratio                                                                        Retail Sales Ratio    and Personal Care Ranking
             ¥279.3                                       4.8%                               40.1%
                                                                                                                       30%
                                                                                                                                                  ¥500.0         16% or higher 50% or higher                                          Within the T   op 8
                 billion                                                                                                                             billion                                                   25% or higher
6   KOSÉ REPORT 2021                                                                                                                                                                                                                            KOSÉ REPORT 2021   7
KOSÉ REPORT 2021 Integrated Report - KOSE
Value Creation Story

                         KOSÉ Sustainability Plan
                         The KOSÉ Group’s Corporate Message, “Creating Beauty in a Sustainable World,” serves as its guiding principle for sustainability,
                         while its fundamental policy, “Mind to Follow the Right Path,” has been the foundation of its corporate spirit since day one.
                         Based on this policy, we have established the KOSÉ Sustainability Plan to make the future better for people and the environment.
                         As we strive to achieve a sustainable society and fulfill our responsibilities as a member of the international community, we will make
                         greater use of our sensuousness and intelligence with the aim of becoming a unique and trusted company with a global presence.

                          For People                                                                                                                                       For the Earth

                                   A source of adaptable products and services                                       Pages 28-29                                                   Use the theme of beauty to help solve environmental issues                                           Pages 32-33

                           1
                                   As a source of beauty for everyone, we accept differences in skin color, values, culture and other diverse
                                   characteristics to provide the value of beauty.                                                                                       4         We will help resolve environmental issues by continuing to exert an impact on society in ways unique to a
                                                                                                                                                                                   company that creates beauty, such as the SEKKISEI SAVE the BLUE project.
                                   We will help create a world where people with diverse backgrounds and features—including skin color, gender, sociocultural                      We will focus on beauty while promoting activities to resolve environmental issues. We will also communicate these initiatives
Six Activity Themes

                                   and geographical background, living environment, religion, creed, and physical features—can live confidently and beautifully.                   to the general public to make many consumers aware of environmental issues and expand our network for solving issues using
                                                                                                                                                                                   the theme of beauty.

                                   Support for a beautiful, healthy and happy life                                       Page 30
                                                                                                                                                                                   Environmental programs in areas where KOSÉ operates                                            Page 34
                           2
                                   We support lifestyles that allow people to enjoy health and happiness, which is a fundamental goal of life

                                                                                                                                                                          5
                                   for all stakeholders worldwide, including future generations.                                                                                   In locations where we have business bases for production, services or other purposes, we will work to
                                                                                                                                                                                   preserve the environment, considering and giving back to local communities, with which we will coexist
                                   We will energetically address social issues so that everyone can lead a healthy and happy life. Activities will include improving               and prosper.
                                   quality of life (QOL), educating and raising the awareness of the next generation, and initiatives such as Fair Trade that will
                                   enhance the work environment, including in our supply chain.                                                                                    We will coexist and prosper with local communities, conducting environmental conservation activities with a focus on
                                                                                                                                                                                   production facilities, which affect the environment.

                                   Help create a world with true gender equality                                         Page 31
                                                                                                                                                                                   Lower the overall environmental impact of business operations                                               Pages 35-37
                           3
                                   We will actively contribute to a future where there is no gender gap, not just at KOSÉ but throughout
                                   Japan and worldwide, as we work to make an impact by communicating our message to society.                                                      We are thankful for the blessings of the global environment, which is the source of all healthy life, and

                                   We will conduct awareness-raising and other activities that help to eliminate the gender gap not only in the KOSÉ Group, but           6        will carry out activities to lower our environmental impact as much as possible.

                                   elsewhere in Japan and around the world.                                                                                                        The KOSÉ Group is thankful for the blessings of nature, and will continue to evolve its efforts to reduce its environmental
                                                                                                                                                                                   impact in order to preserve the global environment.

                          Mind to Follow the Right Path

                                                                                                                                                                                                        Business                         Only the safest,
                                                                                                                                Human
                                             Sound corporate                             Respect for                                                                                                   operations                        most reliable,                          Customer’s
                                                                                                                                resource
 Fundamental Policy

                                               governance                               human rights                                                                                               with transparency                      high-quality                           perspective
                                                                                                                              development
                                                                                                                                                                                                      and fairness                          products
                                                 Pages 45-55                                    Page 38                         Pages 39-40
                                                                                                                                                                                                        Page 43                               Page 41                              Page 42

                         Process for Formulating the Plan                                                                                                               Sustainability Promotion Systems                                                                 Sustainability Promotion
                                                                                                                                                                                                                                                                         Organization

                                                                                                                                              System for                The KOSÉ Group has identified some sustainability-related issues in its management issues
                                Identification of
                                                                                                                                                                                                                                                                                   Board of Directors

                           1                                    2                                            3                          4
                                                                      Definition of                                                           confirming                and has established a promotion system to resolve them. The Sustainability Committee
                                social and                                                                         Approval
                                                                      activity themes                                                         progress and              is chaired by the President & CEO. Supervised by the Board of Directors, this committee
                                environmental issues
                                                                                                                                              reviewing activities      proposes sustainability strategies to and receives approval from the Management                       Management Committee
                                                                                                                                                                        Committee, and then reports the results to the Board of Directors. The Sustainability
                                                                                                                                          The Sustainability            Promotion Committee establishes subcommittees and projects for separate themes based
                                Identified issues to be                                                   Reported to and approved
                                                                  Evaluated issues identified                                             Promotion Committee           on the KOSÉ Group’s sustainability strategies to promote cross-departmental activities                Sustainability Committee
                                addressed with reference to                                               by the Board of Directors
                                                                  in Step 1 and selected six                                              regularly confirms progress
                                ISO 26000, the UN Global                                                  and the Sustainability                                        that are more effective.
                                                                  main activity themes                                                    toward targets and reviews
                                Compact, the SDGs, etc.                                                   Committee
                                                                                                                                          activities                                                                                                                          Sustainability Promotion
                                                                                                                                                                                                                                                                                     Committee

  8                   KOSÉ REPORT 2021                                                                                                                                                                                                                                                           KOSÉ REPORT 2021   9
KOSÉ REPORT 2021 Integrated Report - KOSE
Value Creation Story

       Model for Raising Brand Value
       The KOSÉ Group provides unique value by continuously offering appealing items, created from sensuousness and intelligence, that
       help our customers’ beauty shine forth from within.We will continue to sustainably create value by conducting manufacturing that is
       based on adaptability and underpinned by sustainability as we work to enhance our brand presence.

                                                                                                                               Sources of
                                                                         Use of digital
                                                                                                                                                  KOSÉ Group Value
                                                                        technology for
                                                                           customer                                          Value Creation
                                                                       service and sales

                                                                              1                                                                      Brands with
                                         Promotion
                                         of diversity
                                        and inclusion
                                                                                                         Use of cutting-
                                                                                                        edge technology                          Long Histories and
                                               3
                                                                 Flexible change                                1   2                         Numerous Long-Selling Items
                                                                                                                               Unique Brand
                                                              attuned to the times
                                                                                                                                Marketing
                                                                                              Response
                                                Respect for diversity                         to various
                                                                                        environmental issues
                                                                                                                                                                              Value Provided
                                                          1     3                           4       5       6

    KOSÉ                                                                                                                                                                    “A source of beauty
                                                                                                                               Research and
 Sustainability                                                                                                                Development                                     for everyone”
     Plan                                                              Customer-driven

                                                                          Fundamental
                                                                             Policy
                                         Co-existence                                                   Willingness to
                                       and co-prosperity                                            take on the challenges
                                     with business partners                                         of new areas and new
                                         and suppliers                                               mechanisms of effect

                                           Fundamental
                                                                  Commitment                                                   Commitment
                                                                                                                1   2
                                              Policy
                                                                to founder’s focus                                              to Quality
                                                               remains unchanged

                                                   High standards for                      Eco-friendly
                                                   quality and safety                     manufacturing

                                                         Fundamental                            4       6
                                                            Policy

10   KOSÉ REPORT 2021                                                                                                                                                               KOSÉ REPORT 2021   11
KOSÉ REPORT 2021 Integrated Report - KOSE
Value Creation Story

       Brands at a Glance
       To create attractive, valuable brands, KOSÉ strives to develop cosmetics under the two key words “intelligence” and
       “sensuousness.” We currently meet the various needs of our customers with two groups of brands: diverse and highly
       distinctive individual brands, as well as the KOSÉ brands that bear the Company’s name. We have also rolled out many
       brands overseas to establish a global presence.
                                                                                                                                                                                                              Main Sales Regions   J   Japan   A       Asia     U   North America & Others       E   Europe

                                                                                Cosmetics Business
       H IGH-PRESTIGE
         Brands
                                                             High Added Value                                                                                 ALBION CO., LTD.

       The Highest Levels of Quality
       and Service
       A group of top-quality brands developed
                                                                                                                                                                                              J   A   U   E
       by integrating all of KOSÉ’s cutting-edge                                                                                                                                                                                           J   A            U   E

       technologies. They are sold at specialty
       cosmetics stores, department stores
       and other retail outlets that distribute
       exclusive brands. KOSÉ’s specially trained
       Beauty Consultants offer meticulous                                                                                                                                                                                                                                               J       A
                                                                                                                             KOSÉ MILBON                                              J   A
       counseling to help customers select the                                                                             COSMETICS CO., LTD.                   Tarte, Inc.                                   J       A

       products that suit them best.

       P RESTIGE
         Brands
                                                                                                                                          KOSÉ PROFESSIONAL
                                                                                                                                               CO., LTD.
                                                                                                                                                                      Dr. PHIL
                                                                                                                                                                   COSMETICS INC.

                                                                                                                                                                                              J   A   U   E
                                                                                                                                                                                                                                                        J
       High-Value-Added Cosmetics                                                                      KOSÉ PROVISION
       for Everyone                                                                                       CO., LTD.

       High-value-added brands, each with its
       own distinctive characteristics. They are
       sold through a wide range of channels,
                                                                                                                                                              KOSÉ Maruho Co., Ltd.
       including specialty cosmetics stores,                                                                                                                                                                       J   A
                                                                                                                                                                                                                                                                                             J
       mass retailers, drugstores and online.                                                                                                                                         J   A

       C OSMETARIES
         Brands
       For Daily Life One Step Above                                                                                                                                                              J   A

       A group of self-selection brands, including
                                                                                                                                                                                                                                                   J        A
       cosmetics and toiletries such as shampoo,
       that are developed using the same
       approach as the one used to develop                                                                 KOSÉ Cosmeport Corp.
       cosmetics. We call this category of products
                                                                                Cosmetaries Business

                                                                                                                                                                                      J                                                                                              J       A       U
       “cosmetaries.”* We offer high-quality                                                                                                                                              A
                                                             Basic Value

                                                                                                                                                                                                                   J   A
       products at reasonable prices through mass
       retailers, drugstores, convenience stores
       and other retail outlets.
       * Cosmetaries: A coined term combining “cosmetics”
          and “toiletries”

12   KOSÉ REPORT 2021                                                                                                                                                                                                                                                    KOSÉ REPORT 2021                13
KOSÉ REPORT 2021 Integrated Report - KOSE
Value Creation Story

      Feature              Value Creation Initiatives
       The cosmetics we offer play a role in enriching lives by providing beauty. In addition to the face-to-face
       value we have traditionally emphasized, we are creating beauty experiences unique to KOSÉ using digital
       technology to link customer experiences. In this way, we continue to soothe and delight customers even
       during the COVID-19 pandemic.

                                                                                                                                           Providing a Place to Shop                                       Beauty Support for Front-Line
       Providing Beauty Both Online and Offline                                                                                            during the State of Emergency                                   Medical Workers
       We are proactively creating a KOSÉ beauty platform that                                New Customer Touchpoints                     When people were asked to refrain from going out during         During the threat posed by COVID-19, we launched the
       connects us with our customers in both the real and the                                                                             Japan’s state of emergency, we held a #StayHome campaign        “You are my HERO” support project in which we have been
       digital worlds as we explore the potential for next-                                                                                to expand shopping opportunities. In addition to increasing     donating our cosmetics to medical professionals nationwide
       generation beauty experiences.                                                                                                      the number of brands available for purchase on our website      through the Nippon Foundation. Following the initial 150,000
         This platform provides new types of communication                                                                                 Maison KOSÉ, we introduced features such as special content     items, in consideration of the long-term need for medical care
                                                                                Social                                      Apps
       that merge the digital world and in-store experiences for                media                                                      from beauty consultants and brand managers and instructional    that lies ahead and the large number of requests, we added
       omnidirectional, interactive connections with all customers                                                                         videos on beauty techniques. Customers responded positively     another 970,000 items, for a total donation of more than
       through social media, campaign websites, our innovative                                                                             to these measures.                                              1 million cosmetic products.
                                                                            Email                                              Campaign
       Maison KOSÉ concept store and other methods.                       newsletters                                           websites
         Online, we offer the same high-quality counseling as in
                                                                                                      Customers
       our physical stores, with enhanced, diverse beauty-related
       content that addresses customer needs. Offline, we offer
       a variety of beauty experiences that utilize digital technology.
                                                                                                                         Concept stores
                                                                                    E-commerce
                                                                                                                          Face-to-face
          For
           details: https://maison.kose.co.jp/site/                             Digital counseling
                                                                                                                           counseling
          (Japanese only)

                                                                                                                                                                                                              For details: https://maison.kose.co.jp/site/p/hero.aspx
                                                                                                                                                                                                              (Japanese only)
                                                                                                                                                                                                            Note: The application period for this project has ended.

       Flagship Store for Experiencing Contact-Free Shopping                                                                               Pursuing Beauty Experiences That
       In December 2020, our flagship Maison KOSÉ Omotesando
                                                                                                                                           Are Only Possible Face-to-Face
       store opened.
          The store is a customer touchpoint that plays a key role in                                                                      ALBION PHILOSOPHY, a new-format store from ALBION CO.,
       the KOSÉ beauty platform and its “Find Your Own Beauty”                                                                             LTD. has opened in Yokohama. The store combines an original
       concept. A distinctive feature of the store is that customers                                                                       treatment salon called THE BED and an open laboratory space
       can enjoy a contact-free shopping experience utilizing                                                                              where customers can see how cosmetics are made. As the
       digital technology in addition to directly experiencing                                                                             name suggests, the store embodies ALBION’s founding
       products spanning our brand lineup. For example, there is a                                                                         craftsmanship, customer-first service and other values.
       dedicated space for customers to communicate online as                                                                                 The open laboratory is a revolutionary space where
       they sample the main products from each brand with peace                                                                            customers can experience the latest in skin research while
       of mind using auto-dispenser testers. The store also fully                                                                          talking directly to researchers and participate in the making
       supports cashless payment methods for a secure shop                                                                                 of cosmetics. In addition, in the beauty and relaxation spa
       environment suited to new lifestyles.                                                                                               THE BED, customers can experience original facial and body
                                                                                                                                           treatments using top-class EXCIA skincare and other
          For details,visit the Maison KOSÉ Omotesando store                                                                              products with the superlative hospitality unique to ALBION,
          web page:                                                                                                                        making it a place for quality experiences that are only
          https://maison.kose.co.jp/site/p/flagship_store.aspx                                                                             possible face-to-face.
          (Japanese only)
                                                                                                                                              F or details: https://www.philosophy.albion.co.jp/
                                                                                                                                              (Japanese only)

14   KOSÉ REPORT 2021                                                                                                                                                                                                                                         KOSÉ REPORT 2021   15
KOSÉ REPORT 2021 Integrated Report - KOSE
Value Creation Story

     Interview with the President

                                                    Q1                          What are your thoughts on fiscal 2020?
                                                                                What went well, and what issues remain to be addressed?

       Even as the COVID-19 pandemic is          Even in the challenging business environment brought on by the
       bringing about a complete change in
       lifestyles, KOSÉ is accelerating its      COVID-19 pandemic, we have turned crisis into opportunity
       reforms to continue to reliably provide   and energetically conducted reforms for borderless business
       the essential value of cosmetics—making   expansion. KOSÉ will continue to accelerate the integration of
       the world a brighter place by bringing
       charm and color to our lives—and in so
                                                 online and offline activities.
       doing improve corporate value over the
       medium to long term.                      In fiscal 2020, the global COVID-19 pandemic          KOSÉ has extensive experience in advancing by
                                                 completely changed not just the business              turning difficult situations into new opportunities,
                                                 environment, but social conditions and lifestyles.    even in unprecedentedly severe business
       Kazutoshi Kobayashi                       During the pandemic, an increase in                   environments. By combining this experience with
       President & CEO                           telecommuting reminded people of the                  KOSÉ’s unique strengths, we aim to expand
                                                 importance of skin care. Customer needs for           borderless business even in the current business
                                                 makeup changed significantly, and new demand          environment and will strongly promote reforms to
                                                 arose for products such as transfer-proof lipstick    become more resilient to risk. Going forward, we
                                                 and foundation that provides long-lasting             plan to conduct unique manufacturing that
                                                 coverage without coming off on masks.                 addresses changing customer needs, and in fiscal
                                                 Nevertheless, a decline in consumption had a          2021, we are planning large-scale launches of
                                                 substantial impact on Japan’s cosmetics market.       items from multiple brands with different
                                                 In this severe environment, sales and profits         concepts, textures and functions. In addition, for
                                                 decreased in each area of the KOSÉ Group’s            the “clean products” market, where needs are
                                                 business, but we were able to secure ¥13.2 billion    growing mainly in North America and Europe, we
                                                 in operating profit by controlling costs. In the      have just launched and plan to carefully nurture
                                                 Chinese market, economic activity has normalized      the CLEAR WELLNESS series, which incorporates
                                                 and there has been substantial growth centered        the concept of sustainability into the KOSÉ
                                                 on e-commerce and travel retail. In the Japanese      Group’s flagship SEKKISEI brand.
                                                 market, however, I regret that integration of            Optimizing the beauty experience for each
                                                 e-commerce and other online activities with offline   person requires meeting a wide range of needs
                                                 activities was insufficient for meeting our goals.    through brands ranging from high-prestige to
                                                 This issue needs to be addressed going forward.       cosmetaries, and therein lies KOSÉ’s unique
                                                                                                       strength. We will continue to create value that
                                                                                                       makes the most of KOSÉ’s uniqueness.

16 KOSÉ REPORT 2021                                                                                                                                KOSÉ REPORT 2021   17
Q2                            What are the key points for becoming a company
                                                 with a global presence and exceptional customer                                    Q3                           You have formulated the KOSÉ Sustainability Plan.
                                                                                                                                                                 What issues does it address and what activities will you
                                                 loyalty?                                                                                                        conduct?

                                                                                                                                 We have set six activity themes for the realization of our
                We will conduct manufacturing from the perspective of                                                            Corporate Message of “Creating Beauty in a Sustainable World.”
                adaptability rooted in sustainability, with the aim of making                                                    We aim to help achieve a sustainable society and grow our
                KOSÉ indispensable to its customers.                                                                             business through a story that is unique to KOSÉ.

                The KOSÉ Group aims to be a company with                 differences in personality, values and other            The KOSÉ Sustainability Plan, which we                 everyone can live with confidence, vitality and
                exceptional customer loyalty that is known and           characteristics, with a dedication to being a source    formulated in 2020, clearly sets forth the KOSÉ        peace of mind in a thriving natural environment
                admired by all, a company that stands apart as           of beauty for everyone. Through our commitment          Group’s intentions and initiatives to help realize a   on our irreplaceable, beautiful Earth. In
                highly original and one of a kind. Moreover, we          to this process, I believe we can help create a         sustainable society and grow our business, and         formulating the six activity themes of the KOSÉ
                aim to be a company that customers consider              world where people with diverse backgrounds             summarizes specific goals leading up to 2030. We       Sustainability Plan, our approach was not based
                irreplaceable, with a high repeat rate and               and characteristics—including skin color, physical      established our Corporate Message when we              on how many of the 17 SDGs we could help
                customer retention rate. It is difficult for cosmetics   features, gender, sociocultural and geographical        introduced our corporate identity in 1991 and          achieve; rather, we selected initiatives that were
                to remain popular among customers for many               background by country or region, living                 redefined it in 2020 as “Creating Beauty in a          sustainable from a medium-to-long-term
                years unless those cosmetics offer not only specific     environment, religion and creed—can live                Sustainable World.” The Corporate Message              perspective based on the unique concerns of the
                beautifying effects, but also elements that provide      confidently and beautifully. However, this will not     serves as the guiding principle of the plan, which     KOSÉ Group as a provider of the value of beauty.
                heartfelt satisfaction and enhance the quality of        be easy to achieve. The KOSÉ Group deals with           lists the six activity themes under the two            In addition, I believe that the concept “leave no
                customers’ emotional lives. Value with a deep            customers all over the world, and each member of        perspectives of “For People” and “For the Earth”       one behind,” which is a cornerstone of the SDGs,
                appeal to all five senses is required. We want to        the Group must truly understand and respect             to further promote unique activities befitting the     is synonymous with the KOSÉ Group’s concept of
                have numerous brands and products that                   individual differences (diversity) and accept those     KOSÉ Group. Adaptability, which I mentioned            adaptability in its manufacturing. The ultimate
                customers feel they can’t do without, or to which        differences (inclusion) in carrying out their           earlier, is also one of the themes.                    purpose of our adaptability initiatives is to
                customers return with relief after trying others.        respective missions every day. I consider cultivating       The origins of KOSÉ go back to 1946, when          transcend differences in values and other personal
                Having such products will make KOSÉ                      such a corporate culture to be one of my core           founder Kozaburo Kobayashi started business            characteristics to deliver the value of personalized
                indispensable to its customers.                          duties as president. To that end, I am constantly       with a limitless passion for cosmetics that give       beauty, treasuring each customer’s “natural self”
                    To achieve this goal, a vital part of our            engaging in dialogue both inside and outside the        people dreams and hopes. Since then, we have           while helping them become their “ideal self.” We
                sustainability strategy is adaptability, which           KOSÉ Group to convey my message about our               steadily grown as a company that creates beauty        will remain true to our Corporate Message as we
                enables us to remain in tune with a wide range of        approach. To embody its Corporate Message of            by creating a culture and values embodying a           accelerate our sustainability initiatives to help
                values ​​from a global and universal perspective.        “Creating Beauty in a Sustainable World,” KOSÉ          distinctive beauty through a sophisticated fusion      achieve a sustainable society and grow our
                The wellspring of value creation for the KOSÉ            will continue to conduct manufacturing and              of sensuousness and intelligence. In other words,      business. You can expect more great things from
                Group, which has emphasized counseling sales for         provide services based on adaptability that is          the KOSÉ Group is aiming for a future in which         the KOSÉ Group.
                many years, is the Group’s approach of                   rooted in sustainability to deliver the value of
                continuously offering the value of optimal beauty        beauty to all.
                based on an understanding of individual

18   KOSÉ REPORT 2021                                                                                                                                                                                                               KOSÉ REPORT 2021   19
Growth Strategies

       Overview of Growth Strategies
       By incorporating a perspective of sustainability in all activities for VISION 2026, the KOSÉ Group will grow its
       business as it helps to achieve a sustainable society.

       VISION 2026 Basic Strategies                                                                                       Fiscal 2020 Progress and Initiatives Going Forward

                                                      Three Growth Strategies                                                  Three Growth Strategies

                                                                                                                                                           Fiscal 2020 Progress                                         Fiscal 2021 Initiatives

                         Accelerate                       Proactively                                                                      ●   Conducted rebranding of SEKKISEI                        ●    ake strategic investments in the growing
                                                                                                                                                                                                            M
                        global brand                    develop unique                      Explore new                                                                                                     Chinese and travel retail markets
                                                                                                                                           ●    eveloped functional cosmetics adapted to
                                                                                                                                               D
                        development                        products                         growth areas                                       mask-wearing                                             ●   Expand the presence of global brands
                                                                                                                                           ●   Carté HD created a market by providing
                                                                                                                                               medicinal value

                                                    Two Value Creation Vectors                                               Two Value Creation Vectors

                                                                                                                                           ●   ‌
                                                                                                                                               Provided beauty attractions and digital                  ●   ‌
                                                                                                                                                                                                            Provide new value in customer service through
                                                                                                                                               experiences at Maison KOSÉ                                   an online counseling system
                                     Use digital                        Focus on unique                                                    ●    ollaborated with companies in other
                                                                                                                                               C                                                        ●   Utilize external resources and technologies
                                technology for more                    forms of value by                                                       industries (blueqat, Sunshine Delight,                       in manufacturing
                                 and better personal                   utilizing external                                                      Casio, Panasonic)
                                customer experiences                     resources and
                                                                          technologies

                                                                                                                                  Three Foundations
                                                         Three Foundations                                                                 ●   ‌
                                                                                                                                               Carried out organizational changes to                    ●   ‌
                                                                                                                                                                                                            Build a sustainable production system including
                                                                                                                                               strengthen the sales infrastructure in Japan                 the Minami Alps Factory
                  Build a sound                                                              Develop a
                foundation for the                   Promote diversity                sustainability strategy                              ●   Promoted digital transformation in marketing            ●   Invest resources in growth areas in conjunction

                Company’s growth                       and inclusion                   spanning the entire                                                                                                  with improved human productivity
                                                                                            value chain

                                                                                                                          Sustainability Initiatives

                                                                                                                                                           Fiscal 2020 Progress                                          Fiscal 2021 Initiatives
                                                                                                                                           ● Codified adaptability concept                            Start development of products and services based on
                                                                                                                                                                                                    ● 

                                                                                                                                           ● Formulated systems for diverse work styles               adaptability
                                            KOSÉ Sustainability Plan                                                       For People      ● Received
                                                                                                                                                      external recognition for promoting women’s   ● 
                                                                                                                                                                                                      Conduct in-house training on diversity and inclusion,
                                                                Pages 8-9                                                                    participation and advancement in the workforce           respect for human rights and other topics

                                                                                                                                           Procured renewable energy as a climate change
                                                                                                                                           ●
                                                                                                                                                                                                    ● Conduct scenario analysis in line with TCFD
                                                                                                                                            countermeasure
                                                                                                                                                                                                       recommendations and disclose information on
                                                                                                                          For the Earth ● Revised CO2 emissions reduction targets and acquired        business risks and opportunities from climate change
                                                                                                                                          international certification
                                                                                                                                                                                                    ● Reduce volume of waste and promote resource
                                                                                                                                        ● Conducted
                                                                                                                                                       various resource recycling measures
                                                                                                                                                                                                       recycling measures
                                                                                                                                            including container collection

20   KOSÉ REPORT 2021                                                                                                                                                                                                                          KOSÉ REPORT 2021   21
Growth Strategies

       Strategies by Region
                                                                  売上高                                       営業利益                                 CAGR
                                                                                                                                                                  Highlights
       Japan                                                                                                                                                   Carté HD Addresses Market Needs and Improves Customer Quality of Life
                        ●
                          Used the COVID-19 pandemic as an opportunity to
                                                                                             Sales in Japan
                                                                                                                                                               A high-performance skin care brand launched in September
                           conduct reforms and made meaningful investments
                                                                                             (Billions of yen)                                                 2020, Carté HD brings together the technologies and expertise
                        ● 
                          Created unique value in cooperation with Milbon Co.,
        Review            Ltd. and Maruho Co., Ltd.                                            250          240.2               222.5
                                                                                                                                                               of KOSÉ and Maruho Co., Ltd. for a new approach to skin care
                        ● 
                          Growth in the e-commerce channel as people                                                                                           that utilizes the sensuous value of cosmetics and the functional
                          voluntarily refrained from going out
                                                                                               200
                                                                                                                                                167.4          value of medicinal products. The lineup includes lotions and
                                                                                               150
                                                                                                                                                               emulsions with high moisturizing performance to provide total,
                                                                                                                                                               meticulous care for each customer’s symptoms, concerns and
          Key
                        ●    apid recovery of mainstay brands
                            R                                                                  100
                        ●   Reinforce domestic sales infrastructure to prepare                                                                                everyday skin condition. The brand name, derived from the
       Initiatives                                                                                                                                             phrase “à la carte,” reflects its purpose of providing skin care
                            for a full-scale recovery                                            50
                                                                                                                                                               tailored to specific customer concerns.
                                                                                                                                                                                                                                               Carté HD high-performance skin care line
                                                                                                  0
                                                                                                                 2018             2019           2020   (FY)

       Strategies Going Forward
       Despite uncertainty, we forecast a gradual recovery in the
       Japanese economy. In the third quarter of fiscal 2020,
                                                                                     We will provide new value in customer service by offering
                                                                                  more personalized customer experiences both in the digital
                                                                                                                                                               Asia
       DECORTÉ and ALBION made a rapid recovery in the specialty                  world and in physical stores by building new lines of                                                                                                      Sales in Asia
       cosmetics store channel, and fourth-quarter sales at department            communication through online counseling, among other measures.                                                                                            アジア
       stores also rebounded. We aim to improve profitability by                     For our domestic sales infrastructure, we will work to
                                                                                                                                                                               ●   S ubstantial growth centered on e-commerce and travel     (Billions of yen)
       continuing to reinforce our sales infrastructure to prepare for a          reinforce our business foundation through measures including                  Review
                                                                                                                                                                                    retail in China                                            100
       full-scale recovery.                                                       promoting the KOSÉ e-commerce platform, establishing a new                                                                                                                                                  82.1
          E-commerce sales were strong in fiscal 2020, due in part to             operating structure and wide-area organizational structure, and
       the COVID-19 pandemic, and we will continue to make                        facilitating diverse work styles among our Beauty Consultants.
                                                                                                                                                                                                                                                 75                           64.3
                                                                                                                                                                                  ECORTÉ: Further expansion of presence in China
                                                                                                                                                                                 D
                                                                                                                                                                                                                                                             51.4
       strategic investments in this area in fiscal 2021 and thereafter.             In May 2021, we rebranded the FASIO makeup brand,                                         ●
                                                                                                                                                                                                                                                 50
       In addition to existing e-commerce sites for Maison KOSÉ,                  making it our first effort for a rapid recovery of mainstay brands              Key          ● Tarte: Advance into China through cross-border
       ADDICTION and JILL STUART, an official SEKKISEI online shop                that faced tough conditions during the COVID-19 pandemic.                    Initiatives        e-commerce
                                                                                                                                                                                                                                                 25
                                                                                                                                                                               ● Rollout of new travel retail counters
       opened on April 13, 2021. We aim to communicate and spread                 We will make further advances in product performance for the
       understanding of brand value by projecting brand strategies                brand, which primarily targets women in their twenties, for a                                                                                                   0
                                                                                                                                                                                                                                                                  2018          2019           2020   (FY)
       through these sites.                                                       major transformation and evolution into a brand that
          In addition, the KOSÉ e-commerce platform we launched on                faithfully conveys the user’s individuality and unique appeal.
       April 20, 2021 has been introduced primarily in the specialty
       cosmetics store channel, while DECORTÉ can also be purchased                                                                                            Strategies Going Forward
       online. We plan to expand the platform’s functions and are
                                                                                                                                                               The Asian market grew substantially in fiscal 2020, centered on       well as KOSÉ global sales counters that feature INFINITY. In the
       promoting introduction at more locations.
                                                                                                                                                               e-commerce and travel retail, as economic activity returned to        travel retail business, in addition to increasing the number of
                                                                                                                                                               normal in China, where COVID-19 was suppressed at an early            counters for DECORTÉ and SEKKISEI on Hainan Island and in
                                                                                                                                                               stage. In the rest of the region, conditions remain severe            cities, we plan to open a retail outlet for ALBION on Hainan
                                                                                                                                                               although sales have bottomed out.                                     Island.
                                                                                                                                                                   We have been working to expand our presence in the                    We rebranded and relaunched SEKKISEI in September 2020
                                                                                                                                                               Greater China market and will continue our focus there as a           as a sustainable brand, and will step up our rollout of the
                                                                                                                                                               pillar of our growth strategy. Specifically, we have set our          SEKKISEI CLEAR WELLNESS series as a “clean products” brand
                                                                                                                                                               sights on China and the travel retail market, and we will             at Sephora outlets. Together with SEKKISEI MIYABI—the ne
                                                                                                                                                               revamp a portion of our portfolio of flagship global brands as        plus ultra of the lineup—and the current SEKKISEI, the new
                                                                                                                                                               we invest proactively for further growth.                             series will enhance the brand’s presence and added value.
                                                                                                                                                                   Specific measures for fiscal 2021 will include stepping up            E-commerce rollouts for both DECORTÉ and ALBION will
                                                                                                                                                               our rollouts at department stores of DECORTÉ and SEKKISEI as          focus on Tmall.com. We also plan to open a flagship store on
               New DECORTÉ fragrance series KIMONO                                The FASIO brand faithfully conveys the user’s individuality

22   KOSÉ REPORT 2021                                                                                                                                                                                                                                                                     KOSÉ REPORT 2021   23
Tmall in August 2021, featuring INFINITY, ONE BY KOSÉ and                            of Tarte in China through cross-border e-commerce with the
                                                                                                                                                                                North America & Others
       other prestige KOSÉ brands. In addition, we plan to begin sales                      aim of maximizing the demand we attract in China.
                                                                                                                                                                                                                                                                     Sales in North America & Others
                                                                                                                                                                                                                                                                 北米
                                                                                                                                                                                                  ●   E -commerce sales grew substantially                          (Billions of yen)
                                                                                                                                                                                  Review          ●    Almost all stores that had temporarily closed due to
                                                                                                                                                                                                        the pandemic reopened and sales began recovering                 50
                                                                                                                                                                                                                                                                                     41.3       40.8
                                                                                                                                                                                                                                                                         40
                                                                                                                                                                                                                                                                                                              29.8
                                                                                                                                                                                                                                                                         30
                                                                                                                                                                                                  ● Develop new sales channels for Tarte in the United
                                                                                                                                                                                   Key              States                                                               20
                                                                                                                                                                                Initiatives       ● Expand the sales network for Tarte in Europe
                                                                                                                                                                                                                                                                         10

                                                                                                                                                                                                                                                                           0
                                                                                                                                                                                                                                                                                         2018   2019           2020   (FY)
                              SEKKISEI CLEAR WELLNESS series

       Rollout in China (as of December 31, 2020)
                                   DECORTÉ                      ALBION                      SEKKISEI                      ADDICTION                        KOSÉ
                                                                                                                                                                                Strategies Going Forward
         Department                                                                                                                                          74
         stores* and                    38                          9                            11                                               (including 6 global sales     In fiscal 2020, e-commerce sales in North America and other
            others                                                                                                                                       counters)
                                                                                                                                                                                markets were strong, but a second wave of COVID-19
                                                        Started sales on Tmall         Tmall, JD.com and
            Online            Tmall (focused rollout)
                                                            in fiscal 2020                   others
                                                                                                                          Tmall Global                                          infections forced many stores to close temporarily or shorten
                                Hainan Island: 8                                                                                                                                their business hours, which had a significant impact on
         Travel retail*                                                                      Cities: 2
                                   Cities: 16                                                                                                                                   business performance.
                                                                             Plan for Fiscal 2021                                                                                  In fiscal 2021, the spread of infection is slowing in the United
                                                                                                                                                                                States and personal consumption is recovering, supported by
                                   DECORTÉ                      ALBION                      SEKKISEI                      ADDICTION                        KOSÉ                 the government’s economic measures and by vaccinations.
         Department                                                                  Up to15 (increase sales at
         stores* and                Up to 50
                                                          Focused rollout at
                                                                                     Sephora outlets as a “clean
                                                                                                                                                 74(including 12 global sales
                                                          prominent stores                                                                                counters)
            others                                                                       products” brand)                                                                                                                                                      splash into SEA must haves set
                                                                                                                                                    Plan to open flagship
                                                         Tmall (focused full-scale     Tmall, JD.com and
            Online            Tmall (focused rollout)                                                                     Tmall Global             prestige KOSÉ store on
                                                                 rollout)                    others
                                                                                                                                                    Tmall in August 2021
                                                                                                                                                                                                                                                           We will continue to aim for further growth for Tarte through
                              Hainan Island: About
         Travel retail*                 11
                                                         Start sales on Hainan          Hainan Island: 1                                                                                                                                                   its e-commerce site tarte.com as well as retailers and the
                                                                 Island                     Cities: 2
                               Cities: 17 or more                                                                                                                                                                                                          24-hour TV shopping channel QVC.
       * Number of counters                                                                                                                                                                                                                                   We will also continue to expand the sales network for Tarte
                                                                                                                                                                                                                                                           in fiscal 2021 and beyond. Specifically, we aim to grow by
                                                                                                                                                                                                                                                           expanding distribution in the United States and selling products
          Highlights                                                                                                                                                                                                                                       at more Sephora outlets in Europe. In addition, we intend to
                                                                                                                                                                                                                                                           accelerate growth by focusing on the skin care category,
                                                                                                                                                                                                                                                           among other measures, to further enhance our global presence.
       Stepping Up Sales of DECORTÉ in the Global Market
       DECORTÉ celebrated its 50th anniversary in December 2020.
       The brand is currently sold in 14 countries and regions
       including China, which is driving sales. For the 50th                                                                                                                              tartelette™ in bloom clay palette

       anniversary, we positioned DECORTÉ at the core of KOSÉ’s
       high-prestige strategy in the global market under the brand
       message “Embrace your true beauty” with the aim of gaining
       the support of affluent customers worldwide who seek high
       added value.

                                                                                                         U.S. actor Brie Larson, the DECORTÉ brand muse

24   KOSÉ REPORT 2021                                                                                                                                                                                                                                                                                  KOSÉ REPORT 2021       25
Growth Strategies

       Progress of the KOSÉ Sustainability Plan
       In the KOSÉ Sustainability Plan, we have set medium-to-long-term targets to be achieved by 2030. Each year, we
       summarize the status of our efforts and announce our progress toward these targets.

       For People: Medium-to-Long-Term Targets of Activity Themes and Fiscal 2020 Progress                                                                                              For the Earth: Medium-to-Long-Term Targets of Activity Themes and Fiscal 2020 Progress
            Activity Theme           Indicators          Target      Achieve by                         Fiscal 2020 Progress                                Relevant SDGs                       Activity Theme         Indicators                    Target               Achieve by                    Fiscal 2020 Progress                        Relevant SDGs

                                                                                                                                                                                                                                              20,000 sq. m
                                                                                                                                                                                                                 Area planted with coral (About 53 times the area of
                                                                                                                                                                                                      4                   reefs            a 25 m regulation-size
                                                                                                                                                                                                                                                                            2030       • Promoted the SEKKISEI SAVE the BLUE project
                  1              Ratio of products
                                                                                                                                                                                                                                                 swimming pool)
                                                                                  • Defined three concepts of adaptability
                                    and services                                                                                                                                                                  Increase in awareness
                                                                                  • Established “Adaptability∞” (”Adaptability Eight”)                                                    Use the theme of       of environmental issues
                                                                                                                                                                                                                                                                                       • Activities involving the SEKKISEI brand
                                   reflecting the        100%          2030                                                                                                                                                                    10 million people
            A source of                                                           • Carried out specific activities for individual products                                             beauty to help solve     through products and             or more
                                                                                                                                                                                                                                                                            2030       • Provided shopping baskets made from recycled
                                     concept of                                                                                                                                                                                                                                           marine plastic under the SEKKISEI brand
         adaptable products         adaptability                                    and services                                                                                         environmental issues            services

            and services
                                                                                                                                                                                                      5                                                                                • Environmental conservation activities at overseas sites
                                                                                                                                                                                                                    Local community
                                                                                  • Conducted demonstration trial for establishing the habit                                                                        environmental            20 activities or more         2030       • Cleanup activities in communities where KOSÉ
                                                                                     of applying sunscreen from early childhood
                                                                                                                                                                                           Environmental          conservation activities                                                 production bases are located
                                                           30                                                                                                                             programs in areas
                                 Implementation of                                • Supported sports through participation in professional
                                                        activities     2030          dance league
                                                                                                                                                                                         where KOSÉ operates
                                  specific activities
                  2                                     or more
                                                                                  • Launched KOSÉ Maruho Pharma Co., Ltd. products
                                                                                                                                                                                                                                                                                       • Switched all purchased electricity at Gunma Factory
                                                                                  • Supported medical professionals and care workers                                                                                                                  -35%                                to electricity from renewable energy sources
                                                                                                                                                                                                                 Reduce SCOPE 1 and 2
                                                                                                                                                                                                                                             (target for total emission     2030
                                                                                                                                                                                                                     CO2 emissions                                                     • Conducted fundamental review of number of sales
           Support for a                                                                                                                                                                                                                        reduction vs. 2018)
                                                                                                                                                                                                                                                                                          vehicles used
         beautiful, healthy
          and happy life                                                          • Promoted purchase of certified sustainable palm oil                                                                             Reduce SCOPE 3
                                                                                    (RSPO* Credits through Book and Claim model)                                                                                                                      -30%                  2030       • Began collection of used product containers
                                Responsible palm oil                                                                                                                                                                 CO2 emissions
                                                         100%          2030
                                   procurement                                    * Roundtable on Sustainable Palm Oil
                                                                                                                                                                                                                 Sustainability-conscious                                              • Began use of biomass plastic in SEKKISEI C LEAR
                                                                                                                                                                                                      6             design for plastic                100%                  2030         WELLNESS
                                                                                                                                                                                                                  packaging materials                                                  • Reduced use of plastic containers

                                                                                                                                                                                           Lower the overall      Reduce use of water
                                                                                                                                                                                                                   resources through                  -12%                             • Promoted the 3 Rs (reduce, reuse, recycle) for water
                                                                                                                                                                                                                                                                            2030
                                                                                                                                                                                            environmental         responsible practices     (Production units vs. 2018)                   resources
                  3                                                               • L aunched “KOSE IKUPAPA Support System,” to
                                                                                     encourage male employees to take paternal leave
                                                                                                                                                                                          impact of business
                                                                                                                                                                                                                   Responsible waste                                                   • Repurposed trial-run cosmetics for making paint
                                                                                                                                                                                              operations                                      20 activities or more         2030
                                                        100,000                                                                                                                                                    reduction/recycling                                                 • ‌Began collection of used product containers
                                  Gender equality                                 • Conducted seminars for building career awareness
                                                        people or      2030
           Help create a            awareness
                                                          more                    • Provided tuition support (scholarships) at a girls’ junior
                                                                                                                                                                                                                                                                                       • Assessed Company-wide waste situation at
          world with true                                                            high school in Tanzania and commemorative gifts to                                                                           Non-recyclable waste                 0%                   2025
                                                                                                                                                                                                                                                                                          production bases
          gender equality                                                            graduates (SEKKISEI)
                                                                                                                                                                                                                  Responsible palm oil                                                 • Promoted purchase of certified sustainable palm oil
                                                                                                                                                                                                                                                      100%                  2030
                                                                                                                                                                                                                     procurement                                                         (RSPO Credits through Book and Claim model)

       Activity Themes and Their Impact on the Value Chain                                                                                                                              The activity themes defined in the KOSÉ Sustainability Plan involve the entire product life cycle and value chain from planning,
                                                                                                                                                                                        R&D and raw material procurement to disposal or reuse, but we expect them to have the greatest impact on our value chain in
                                                                                                                                                                                        the areas shown below. The primary categories involve the entire value chain.
                                                                                                                         Note: Themes with both a positive and negative impact

                                                1                                                                         4                                                                3                                                                        2
       Activities
       increasing
       positive impacts

                                        Planning                                                                                                                                    Logistics                                                                                                                                        Disposal
                                                                                            Procurement                                              Manufacturing                                               Sales and Marketing                                               Use
                                         R&D                                                                                                                                     Transportation                                                                                                                                       Reuse

       Activities
       minimizing
       negative impacts                                                                                                         5                                                           6

26   KOSÉ REPORT 2021                                                                                                                                                                                                                                                                                                               KOSÉ REPORT 2021                27
Growth Strategies

                                                                                                                                                                                                                                                                                1

       For People

       1 A Source of Adaptable Products and Services
       Dedicated to being a source of beauty for everyone, the KOSÉ Group strives to offer the value of “beauty” while continually working
       to recognize the unique identity and values of each individual. By offering society beauty based on the concept of adaptability that           Developing Foundation to Bring Out the Beauty in Each Individual’s Skin
       provides a wide range of choices, we will help create a world where people with diverse backgrounds and characteristics—including
       skin tone and hair color, physical features, gender, sociocultural and geographical background by country or region, living                Foundation development at the Makeup Product Development
       environment, religion and creed—can live confidently and beautifully.                                                                      Laboratories of KOSÉ Product Development Laboratory is one
                                                                                                                                                  example of product design tailored to various skin tones and
                                                                                                                                                  types, and is based on the latest global skin tone research.
            Our Three Concepts of Adaptability                                                                                                       Latent needs are shifting away from foundations that simply
                                                                                                                                                  match skin tone toward those that achieve each individual’s
       To become even closer to customers around the world, the                constraints. We call these themes “Adaptability∞” (“Adaptability   ideal look and complement the person’s natural skin tone and
       KOSÉ Group has summarized its global and universal approach             Eight”). We will focus on these key concepts as the basis of the   texture. KOSÉ’s unique perspective came from noticing that
       to customers in one word: adaptability. Adaptability in our             value we create in our activities and initiatives as we develop    the same skin tone could appear dramatically different
       products and services enables customers to experience beauty            and provide products in our dedication to being a source of        depending on ambient light and lighting. This led us to begin
       in the best way for them. At the core of such adaptability is           beauty for everyone.                                               research focusing on the relationship between skin tone and
                                                                                                                                                                                                                                          Data map of optical properties of skin
       embracing diversity—in other words, being a source of beauty                                                                               light. First, to capture the characteristics of diverse skin tones
       for everyone, as stated in VISION 2026.                                 Our Three Concepts of Adaptability                                 around the world, we gathered data on the optical properties
          Our approach is based on three concepts for describing the                                                                              of the skin of approximately 700 people, and used statistical
       diversity at the core of our adaptability, and we are carrying                                                                             analysis to group skin tones/types with similar optical
       out initiatives for each. The first is “physical.” We create                                                                               properties. At this stage, we found that the skin concerns of
       value tailored to the physical attributes of each individual,                                                                              people with similar skin characteristics were often similar, so we
       such as gender, biological sex, age, and skin and hair type.                                        Physical                               analyzed the optical properties that made skin tone/type look
       The second is “mind.” We create value that respects diverse                                                                                beautiful within each group. In addition to this approach, we
       ideas, beliefs and gender identities, and it is not confined to                                                                            studied preferences and conducted sensitivity research to better
       specific ideas or values. The third is “social attributes.” We                                                                             understand what kind of finished appearance and ideal look
       create value from social and global perspectives that                                                                                      customers from around the world desire. Based on the insights
       transcend race, language and country.                                                                                                      we obtained, we are developing technologies for foundation                              Interview to investigate tonal preferences

          Based on these three concepts, we have established eight                               Mind              Social Attributes
                                                                                                                                                  that will bring out the beauty in each individual’s skin.
       initiatives. These are 1) Excluding no one, 2) Blending diverse
       cultures, 3) Adapted to all skin and hair types, 4) User-friendly                                                                                                                   Examples of Adaptability Initiatives in Products
       and simple, 5) Unfettered by gender, 6) Respectful expression,
       7) Harmonizing with personal beliefs, and 8) Transcending age                                                                                  ■   Braille Packaging                                 ■   Genderless Concept Magnifique           ■   Use of Universal Design Font
                                                                                                                                                      KOSÉ Cosmeport Corp. has adopted                      KOSÉ Cosmeport has introduced a             For descriptions on the outer
                                                                                                                                                      universal design including Braille                    new genderless concept brand that           packaging of products, primarily
       Eight Initiatives                                                                                                                              labels, to make products that are more                goes beyond conventional ideas of           KOSÉ’s prestige brands, we switched
                                                                                                                                                      user-friendly for everyone, starting                  gender, while still being based on          to a font and font size that are easier
                                                                                                                                                      with people with visual impairments.                  high-quality standards that come from       for anyone to read, thus enhancing
                                                                                                                                                      In fiscal 2020, we launched disinfectant              ongoing research into women’s beauty.       usability for all customers.*
                                                                                                                   Harmonizing with 		                products with Braille labelling.                                                                  * Introduced for certain new products released
                   Excluding no one                              User-friendly and simple                                                                                                                                                                  September 2020 or later
                                                                                                                   personal beliefs

                                                                                                                   Transcending age
                   Blending diverse cultures                     Unfettered by gender
                                                                                                                   constraints

                   Adapted to all skin
                                                                 Respectful expression
                   and hair types

                                                                                                                                                   Please visit our website for information about our adaptability initiatives.
                                                                                                                                                      For details: https://www.kose.co.jp/company/en/sustainability/adaptability.html

28   KOSÉ REPORT 2021                                                                                                                                                                                                                                                                  KOSÉ REPORT 2021   29
2 3

       2 Support for a Beautiful, Healthy and Happy Life                                                                                                          3 Help Create a World with True Gender Equality
       The achievement of health and happiness is one of life’s fundamental goals. KOSÉ’s efforts to support this goal reflect our                                The growth of the KOSÉ Group will require the capabilities of every one of our more than 14,000 employees worldwide. In addition,
       consideration not only for the customers who use our products and services, but for all our stakeholders, people in our value                              as a company that creates beauty for people, we have continued to propose new value for the lives of many people. That is why
       chain around the world and the next generation. Through these activities and our business operations, we strive to help solve                              we believe the messages we communicate to society will help create a future where there is no more gender gap, not only in
       social issues in ways such as improving quality of life, promoting health awareness through support for sports, raising the                                Japan but all around the world. We promote and proactively engage in awareness-raising activities to help realize a society where
       awareness of the next generation and promoting responsible procurement that includes respect for human rights.                                             everyone can play an active role regardless of gender.

          Education on UV Protection in Preschool Facilities                                                                                                            Diversity & Inclusion Initiatives at KOSÉ

       According to the World Health Organization, roughly half of          This kind of sun protection awareness program for                                     Workplaces in which employees can work energetically and in                              We conduct a wide range of programs, including training
       an average person’s lifelong exposure to ultraviolet radiation     preschools helps teach the importance of using sunscreen,                               their own way are tied to the vitality of the whole company.                             designed to build motivation, seminars on the importance of
       from the sun comes before the age of 18. To establish and          and encourages and supports children in practicing sun safety                           Therefore, we offer flexible work arrangements to                                        diversity in the workplace and career plan development, and
       promote the habit of applying sunscreen from early childhood,      for themselves. At the same time, we will actively work to                              accommodate the life events of individual employees, regardless                          promote people to leadership positions based on appropriate
       we are therefore collaborating on a project to protect beauty      create new value that contributes to solving future skin                                of gender, and have established workplace environments that                              employee evaluations.
       and health from UV rays based on a proposal from Sunshine          problem issues.                                                                         empower all employees to perform to their full potential.
       Delight, Inc. that was chosen by the KOSÉ Accelerator              * A program that solicits ideas and technologies from startup companies with
       Program* in fiscal 2019.                                              the aim of creating new value. Under the program, participants from startup          ■     areer Planning Seminar to Help Employees
                                                                                                                                                                       C
                                                                             companies and employees of KOSÉ recruited via the Link in-house venture system,
          In Japan, clear understanding of UV protection from early          form collaborative teams to take on the challenge of new businesses.
                                                                                                                                                                       Be Who They Want to Be
       childhood is not widespread, and adequate conditions for                                                                                                   Proactively designing a career plan is important for employees
       practicing sun safety are not well established. Proper UV                                                                                                  to realize their aspirations and to become who they want to
       protection beginning in early childhood can help prevent                                                                                                   be. To help in that process, we conducted a career planning
       future skin problems. According to a questionnaire survey of                                                                                               seminar focused on mid-level female employees that is aimed
       500 parents and guardians conducted by KOSÉ, 86% said                                                                                                      at cultivating employees who act independently from a
       that if sunscreen were available in preschool facilities, they                                                                                             management perspective, with external director Yukino
       would want their children to use it. Based on these comments                                                                                               Kikuma as a lecturer. By encouraging employees to look at
       and the opinions of nursery teachers, we produced educational                                                                                              their careers from new angles and fostering the awareness
       materials to help children learn the importance of sun                                                                                                     and climate for them to build their own careers and grow, we
       safety, and collaborated with Sunshine Delight to develop a                                                                                                will cultivate people who build experience and succeed while
       gentle-formula sunscreen in a large-volume pump bottle.                                                                                                    planning for their future career positions.
       A demonstration trial conducted in fiscal 2020 confirmed that                                                                                                                                                                                       More than 800 employees participated in the career planning seminar, online or in-person
       the use of educational tools such as songs and picture books
       was effective in getting children to adopt the habit of applying                                                                                           ■    Introduction of "KOSÉ IKUPAPA Support System"
       sunscreen themselves. Therefore, we made the decision to                                                                                                         for Men
       start a full-fledged business introducing educational materials                                                                                            We believe that active participation in childcare by fathers is
                                                                                               Awareness-raising activities at a preschool
       and sunscreen as a set for preschool facilities.                                                                                                           important for both fathers and mothers to be active in the
                                                                                                                                                                  workplace. So, in addition to supporting female employees, we
                                                                                                                                                                  have introduced a paternal leave system. In FY2020, the
          Preventing the Spread of COVID-19                                                                                                                       “KOSÉ IKUPAPA Support System,” which is a system to support
                                                                                                                                                                  fathers of newborn babies, was introduced to encourage male
          Free Distribution of Alcohol-Containing Hand Sanitizer to Preschools                                                                                    employees to take paternal leave. In order to raise awareness
                                                                                                                                                                  among employees and their superiors, KOSÉ provides individual
       As part of our measures to prevent the spread of COVID-19,         We will continue to take various
                                                                                                                                                                  support, such as advice on how to use the system, and provides
       we provided alcohol-based hand sanitizer free of charge to         measures to prevent the spread of
                                                                                                                                                                  support grants to male employees taking paternal leave.                                  KOSÉ's support system for childcare leave for men is aimed at promoting equality of
       preschools. Starting April 2020, we provided more than             COVID-19 and respond quickly to the
                                                                                                                                                                                                                                                           participation by men and women both at home and in the workplace.
       30,000 bottles of hand sanitizer through Childsha Co., Ltd.,       changing pandemic situation.
       which does business with many preschools, enabling nursery                                                                                                     Please visit our website for information about other diversity and inclusion initiatives.
       teachers and children to help prevent the spread of infection.                                                                                                   For details: https://www.kose.co.jp/company/en/sustainability/diversity/

                                                                                                                              Alcohol-containing hand sanitizer

30   KOSÉ REPORT 2021                                                                                                                                                                                                                                                                                                  KOSÉ REPORT 2021               31
You can also read