(Translation)
September 4, 2015
Dear Sirs and Madams,

Name of Company:

Shiseido Company, Limited

Name of Representative:

Masahiko Uotani President and CEO (Representative Director)

(Code No. 4911; The First Section of the Tokyo Stock Exchange)

Contact:

Norihiko Ueoka

General Manager of Public

Relations Department

(Tel: +81 3 3572 5111)

Shiseido Announces Administrative Changes and Transfer Personnel

As previously notified on June 30, Shiseido Co., Ltd. ("the Company") has decided at a meeting of the Board of Directors, that the company will implement a company split (simple absorption-type split) taking effect from October 1, 2015, in which part of the Company's domestic cosmetics business will be taken over by Shiseido Sales Co., Ltd., a wholly-owned subsidiary of the Company. In addition, the Company has also approved at a meeting of the Board of Directors, that the trade name of Shiseido Sales will be changed, also On October 1, 2015, to "Shiseido Japan Co., Ltd." in order to clarify its position as the regional headquarters in Japan. In conjunction with the company split, as of the same date the partial amendments indicated below will be made to the organization of "Shiseido Japan Co., Ltd." and the transfer of personnel within the Shiseido Group implemented.
Details
1.Partial amendments to the organization of Shiseido Japan Co., Ltd.
In order to increase market share and sales in the department store channel, the current tripartite system consisting of the East Japan Department Store Sales Head Office, West Japan Department Store Sales Head Office and Department Store Brand Sales Head Office will be modified to a two-pillar structure consisting of the Department Store Sales Head Office and Strategic Brands Sales Department.
2. Personnel Changes Among Executives(relating to Shiseido Japan Co., Ltd. The "Japan Business
Division" in the "Former Title" columns refers to the organization of Shiseido Co., Ltd.)

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(1) Shiseido Co., Ltd.

Name

Former Title

New Title

Daisuke Otobe

Corporate Advisor

Chief Marketing Officer, Japan Region

[Japan Business Division]

Corporate Advisor

Chief Marketing Officer, Shiseido Japan Co., Ltd.

(2) Subsidiaries and Affiliates

Name

Former Title

New Title

Satoshi Tanaka

General Manager of Account Service 1

Department, Prestige Brands Division and Executive Manager of Tokyo Sales Branch, Shiseido Sales Co., Ltd.

[Japan Business Division]

General Manager of Account Service 1

Department, Prestige Brands Division and Executive Manager of Tokyo Sales Branch , Shiseido Japan Co., Ltd.

Takuma Touya

General Manager of Account Service 2

Department, Prestige Brands Division and Executive General Manager of East Japan Department Store Sales Head Office, Shiseido Sales Co., Ltd. [Japan Business Division]

General Manager of Account Service 2

Department, Prestige Brands Division, Shiseido Japan Co., Ltd.

Takafumi Oba

Deputy General Manager, Planning

Department, Account Service 2

Department, Prestige Brands Division and Executive General Manager of Department Store Brand Sales Head Office, Shiseido Sales Co., Ltd.

[Japan Business Division]

Executive General Manager of Strategic Brands Sales Department, Account Service 2 Department, Prestige Brands Division, Shiseido Japan Co., Ltd.

Toshiyuki Asai

Executive General Manager of West Japan Department Store Sales Head Office, Shiseido Sales Co., Ltd.

Executive General Manager of Department Store Sales Head Office, Account Service 2 Department, Prestige Brands Division,

Shiseido Japan Co., Ltd.

Yukari Suzuki

General Manager of Marketing Department, Prestige Brands Division [Japan Business Division]

General Manager of Marketing Department, Prestige Brands Division, Shiseido Japan Co., Ltd.

Kotaro Kimura

General Manager of Prestige Brands Staff Section, Prestige Brands Division [Japan Business Division]

General Manager of Prestige Brands Staff Section, Prestige Brands Division, Shiseido Japan Co., Ltd.

2

Name

Former Title

New Title

Hirokazu Isozaki

Deputy General Manager of Cosmetics

Brands Division

[Japan Business Division]

Deputy General Manager of Cosmetics

Brands Division, Shiseido Japan Co., Ltd.

Shinji Tamaruya

General Manager of Account Service 1

Department, Cosmetics Brands Division and Executive General Manager, Sales Department1, Shiseido Sales Co., Ltd.

[Japan Business Division]

General Manager of Account Service 1

Department, Cosmetics Brands

Division, Shiseido Japan Co., Ltd.

Shigekazu Takatsu

General Manager of Account Service 2

Department, Cosmetics Brands Division and Executive General Manager, Sales Department2, Shiseido Sales Co., Ltd.

[Japan Business Division]

General Manager of Account Service 2

Department, Cosmetics Brands

Division, Shiseido Japan Co., Ltd.

Kouzo Mochida

General Manager of Account Service 3

Department, Cosmetics Brands

Division [Japan Business Division]

General Manager of Account Service3

Department, Cosmetics Brands

Division, Shiseido Japan Co., Ltd.

Chiaki Nagayama

General Manager of Marketing

Department, Cosmetics Brands

Division [Japan Business Division]

General Manager of Marketing

Department, Cosmetics Brands

Division, Shiseido Japan Co., Ltd.

Atsushi Hiyama

General Manager of Cosmetics Brands

Staff Section, Cosmetics Brands

Division [Japan Business Division]

General Manager of Cosmetics Brands

Staff Section, Cosmetics Brands

Division, Shiseido Japan Co., Ltd.

Yasuhiko Sasama

General Manager of Digital Business

Division [Japan Business Division]

General Manager of Digital Business

Division, Shiseido Japan Co., Ltd.

Tamotsu Sakakura

General Manager, Direct Sales Section, Digital Business Division and

President, Representative Director, KINARI Inc.

[Japan Business Division]

General Manager, Direct Sales Section, Digital Business Division and

President, Representative Director, KINARI Inc.

Shiseido Japan Co., Ltd.

Seiko Matsumoto

General Manager of Beauty Consultation Planning Department [Japan Business Division]

General Manager of Beauty Consultation Planning Department, Shiseido Japan Co., Ltd.

3

Name

Former Title

New Title

Masaki Dozono

General Manager of Regional Sales Administration Department and Chief Manager of Business Administration Department, Shiseido Sales Co., Ltd.

[Japan Business Division]

General Manager of Regional Sales Administration Department, Shiseido Japan Co., Ltd.

Daisuke Teranishi

General Manager of Business Planning

Department [Japan Business Division]

General Manager of Business Planning

Department, Shiseido Japan Co., Ltd.

Sho Sekikawa

General Manager of Brand Strategy

Department [Japan Business Division]

General Manager of Brand Strategy

Department, Shiseido Japan Co., Ltd.

Makoto Koide

General Manager of Strategic

Communication Department, [Japan Business Division]

General Manager of Strategic

Communication Department, Shiseido

Japan Co., Ltd.


Please note that the Executive Manager of Sales Company of the domestic operations have been omitted from among the personnel transfers that arise from the company split and from its subsequent takeover by Shiseido Japan Co., Ltd.
3.Personnel Changes Among Executives(other than those relating to Shiseido Japan Co., Ltd.)

(1) Shiseido Co., Ltd.

Name

Former Title

New Title

Mitsuru Kameyama

General Manager of Strategic Information System Planning Department and President, Shiseido

Information Network Co., Ltd.

General Manager of Strategic Information System Planning Department and General Manager of

IT Strategy Section

(2) Subsidiaries and Affiliates

Name

Former Title

New Title

Masanori Okabe

General Manager of IT Strategy

Section, Strategic Information System

Planning Department

President, Shiseido Information

Network Co., Ltd.

Suzanne Rambler

General Manager Germany and

Austria, Beauté Prestige International

GmbH

President,

Shiseido Deutschland GmbH

-End of News Release-

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