On February 18th, the MSc International Business Management students welcomed Kunikazu FUJIWARA, General Director of the SHISEIDO Corporate Communication Center for Europe, for a conference dedicated to the successful and prestigious international cosmetics brand.
Mr. FUJIWARA firstly drawn the rich and exciting history of SHISEIDO, from the opening of the pharmaceutical store by its founder Arinobu FUKUHARA in Tokyo in 1872, through the creation of the first Eudeurmine European lotion in 1897, to the current international group. Kunikazu FUJIWARA also presented the mission, the values, the philosophy and the innovation spirit of SHISEIDO, before detailing the graphical and stylistic evolution of the camelia, icon of the brand. He also described the Research & Development dimension, and the commercialization and communication strategies of the Japanese cosmetics company.
Mr. FUJIWARA then explained the sponsorship policy of SHISEIDO and its strong implication in arts and culture. He highlighted some examples of the cultural events dedicated to SHISEIDO visual identity such as the “L ’art et la Beauté” exhibition in New-York in 1985 or the “Paris-Tokyo-Paris Shiseido 1897-1997 La Beauté” exhibition in Paris in 1987, and in Tokyo in 1998.
At the end of the conference, Mr. FUJIWARA offered to all students a gift in souvenir of his visit at INSEEC, before sharing valuable advice on how to succeed in their future career.