Shiseido’s Social Business Model in Bangladesh recognised by the UN

By Andrew MCDOUGALL contact

- Last updated on GMT

Shiseido’s Social Business Model in Bangladesh recognised by the UN

Related tags: Skin care products, Shiseido

The United Nations Development Programme (UNDP) has recognised cosmetics maker Shiseido’s Social Business Model, whereby it seeks to improve social status and lifestyle of rural women by skin care products, as ‘Business Call to Action’ (BCtA).

It is the first time ever that an Asian cosmetics company has been recognised in such a way, and Shiseido says it will use the accolade as the driving force to continuously contribute in this way, following its corporate mission of "to inspire a life of beauty and culture".

The Japanese company’s Social Business Model in Bangladesh has been promoting various activities to support women's way of living through the ‘power of make-up’, with the aim of achieving a sustainable society.

‘Improvement in women's social status’ has been highlighted as one of the recent international and social issues in addition to poverty and environmental issues, so this model is aimed at rural Bangladesh women with relatively low income, and introduces them to skin care products which were developed specially for the local people, as well as educating them with the usage.

The company also provides support for improving their social status and lifestyle with educational activities, including workshops regarding health, hygiene, and nutrition.

“This program was highly evaluated as a business model which can realize both corporate social contribution and business operation at the same time,”​ says Shiseido.

Bangladesh focus

In Bangladesh, though economic growth recently began mainly in the urban areas, there are still many issues in rural areas including hygiene, nutrition, employment of women, etc.

Furthermore, according to Shiseido’s field study, the rural women have only few opportunities to acquire beauty information such as correct skin care regimes, as well as make-up products, although they show interest in beauty and skin care.

Based on the field study, Shiseido started to develop and to sell skin care products specifically for local women since FY 2011 based on their preferences, and the hot and humid environment, as well as introducing how to use the products.

The company also holds educational programs such as workshops regarding health, hygiene and nutrition at the same time.

Since FY2015, Shiseido has expanded its target and coverage, with workshops also held for women working at the sewing plants, the main industry in rural areas, as well as for female students. Business expansion to retail stores near the rural areas is also under going, says the company.

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