9 times out of 10, when you pick up a toy or a product around your house, it will say "Made in China" or "Made in Japan" or some other country that is not the United States. But why is this? While one reason is that labor is often cheaper in these countries or they have more access to the raw materials, another reason is simply that these products are cheaper and just made better. Shiseido, Co. is a Japanese cosmetics company that is currently targeting Chinese consumers with new, low-priced quality makeup. Chinese women have a desire for skin-care and makeup products that are of a good quality but are not super expensive. This desire has been growing in recent years and Shiseido is looking to take advantage of it. In Japan, the company had not been doing as well because Japanese women were cutting back on their spending, looking to spend on only more sophisticated goods. The company has realized this and is bringing in new teams of beauty experts as well as other people to help the company increase its profits. One of the main things about Shiseido that does capture consumers is that they make quality skin-care products that fit the exact needs of both Chinese and Japanese women. Additionally, Shiseido is known for being a reputable company. According to Shiseido's CSR website, "Shiseido's corporate ethics activities aim to establish the company as a distinctive presence, one that is of use to and needed by people worldwide, through strict compliance with laws and regulations and by raising the value of Shiseido Group brands." The company has entire website devoted to explaining their Corporate Social Responsibility and they even have something entitled “The Shiseido Code” which is a set of specific ethics and behavior standards that every employee must follow. When someone becomes an empoyee they go through corporate ethics training which includes information on human rights awareness. This company takes pride in doing things the right way and constantly takes steps to improve upon themselves and their products. More American companies should strive to follow in their footsteps.
Here's the evidence:
http://online.wsj.com/article/SB10001424052748704031004576099100169852950.html?KEYWORDS=cosmetics
http://www.shiseido.co.jp/e/csr/manage/ethic.htm
I have heard that Japanese products are known to be better than usual products. I really respect this company because they of their specific ethics and behavior standards, and the fact that all their employees are trained and aware of Shiseidos code! I have noticed that all of the employees that work in Shiseido act the same all over the world! I have been to Shiseido back home in the middle east and in London, the service was amazing! The employees really know what they're doing.
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