Shiseido : 2015 Aug. Monthly Sales(store sales・shipment)

Apr.

May

Jun.

July

Aug.

Sep.

Oct.

Nov.

Dec.

Cumulative sales

FY 2015

+43

+23

+17

+11

+15

+21

Apr.

May

Jun.

July

Aug.

Sep.

Oct.

Nov.

Dec.

Cumulative sales

FY 2015

+16

+12

+19

+3

+24

+14

Domestic Sales

* Data updated in the following month of the current month

Updated 9/30/2015

(Year-on-year change in the domestic over-the-counter sales(%))

(Estimates by Shiseido)

[Overview of Sales in August]

Domestic over-the-counter sales continued to grow, rising 15% year on year. In addition to the results of brand innovations that have been undertaken since last year, sales to overseas tourists, whose numbers remained high, contributed to the rise.

Looking at over-the-counter sales by brand, sales of clé de peau BEAUTÉ, whose skincare items sold well, and sales of the global brand SHISEIDO, sales of which were driven by Ultimune, among other brands, continued to rise significantly. MAQuillAGE and INTEGRATE sold well, benefiting from the launch of new makeup products for the fall. Sales of ANESSA and SENKA also climbed, partly on the strength of demand from overseas tourists.

From August through December, a makeup promotion for clé de peau BEAUTÉ is being run on the theme of 'Voyage à Venice.' Points of contact with consumers are being expanded through advertising having a story line for makeup products. Skin lotions and emulsions in ELIXIR continued to perform well. We aim to expand sales of ELIXIR through continual TV commercials and promotions at counters in time with the launches of Enriched Serum and Enriched Cream CB, a nourishing cream, in August and October, respectively.

Shipment sales rose 24%, a significant rise from the previous month, mainly because the launch of new products for autumn in MAQuillAGE, the core makeup brand in the mid-price category, was changed from July last year to August this year.

We will continue to cultivate strong brands by enhancing the value of brands through innovations and the launch of new products, while bolstering marketing to communicate the value to consumers.

(The year-on-year change in sales of major domestic sales subsidiaries(%)*1)

*1: The year-on-year comparison covers sales of major sales subsidiaries that belong to the business segments of prestige cosmetics, cosmetics, personal care, and digital, as a result of the change in business segments made for fiscal year 2015. The coverage of the over-the-counter sales takes into consideration the consistency with historical data by such means as excluding data for the personal care segment.

Overseas Sales

Updated every quarter

(Updated January, April, July and October)

Updated 7/31/2015

Overview of the First quarter (April to June 2015): Local currency basis

Shiseido's overseas sales in the second quarter of FY2015 were lower in China and the Americas than the level reached a year ago, remained flat in Europe, and rose in Asia (excluding China).

Trends in each geographic region were as follows.

• China: Overall sales declined significantly from a year ago because the conditions of contracts with distributors was revised to reengineer the business foundation and cosmetics specialty stores and distributors promoted inventory reduction by refraining from placing orders.

• Asia (excluding China): As the market continued to grow moderately, the travel retail business

• Americas: As the market was strong, NARS continued to grow. However, bareMinerals declined

• Europe: As markets contracted, especially in Southern Europe, Germany and Spain struggled.

expanded significantly. In addition, the global brand SHISEIDO continued to grow due to the continued strong performance of Ultimune. As a result, overall sales in the area rose year on year.

in reaction to the launch of bareSkin in the same quarter a year ago. Overall sales in the area fell year on year.

On the other hand, the performance in Italy remained strong. As a result, overall sales in the area were the same level as a year ago.

*1: 'Overseas Sales' are related to sales on a shipping basis.

*2: The accounting period of overseas subsidiaries of the Shiseido Group runs from January to December each year. As a result, the second quarter of FY2015 has already been completed.

*3: Figures in this document showing increase/ decrease in sales are based on simple aggregation of preliminary figures. Accordingly, they may differ from year-on-year changes of actual sales in each region in local currency terms which are disclosed in our consolidated settlement of accounts.