Masahiko Uotani is leading Shiseido boldly into the future with a strategic vision that places the Japanese giant at the center of the beauty universe.
As transformational as his tenure has been, Uotani’s appointment also marks a continuation of sorts. Founder Arinobu Fukuhara started Shiseido as a Western-inspired pharmacy 150 years ago, with the intent of marrying the best of East and West. And like Shinzo Fukuhara, the son of Arinobu who took the company into the cosmetics business, Uotani attended Columbia University in New York City, immersing himself in American culture.
“As a leader, I had two options at the beginning of the pandemic — put my head down and wait until the storm was over. But no one knew how long it was going to last and I had to protect the company and our people.” The company announced a new strategy, one that capitalizes on its core capabilities in research and development and innovation, as well as global market dynamics.company by 2030 — that’s the vision,” said Uotani. “It doesn’t mean that we are not going to do any makeup or fragrance. But we are going to focus on growth.
To wit, the team took the framework of skin beauty and concepted the launch of Light Reflecting Foundation. Introduced in February, the product is the biggest launch in the history of Nars. “Who is going to make all of this happen,” he asked, as he ticked off the enormous changes in the company’s media strategy, for example, in a post-COVID-19 world. “The 2030 vision is going to be realized by our people. By going through this pandemic, I am even more confident that we have to really put more focus and investment in our people. People first.”
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