Growth Strategy
Medium-Term Management Plan—Growth Next 2027
“Growth Next 2027,” the Medium-Term Management Plan we launched in FY2025, is a three-year plan to expand growth in the domains of beauty and health and leverage our strengths to reach new heights. Centered on our company-wide strategy of “Trends + VOC* + Unique Value,” the plan outlines our efforts to expand our business and enhance our corporate value over the medium and long term through the four key activities.
* Voice of customer
Medium-term management targets
Summary of Year 1 of the Medium-Term Management Plan (FYE Sept. 2025)
During the fiscal year ended September 2025, the first fiscal year of the Medium-Term Management Plan, we made steady progress in expanding new products and businesses, one of the four key activities under the “Trends + VOC + Unique Value.” We launched new products from each brand and men’s cosmetics as a new business, and achieved both revenue and profit growth with net sales of 41.1 billion yen and operating profit of 4.7 billion yen. Our Healthcare business drove company-wide growth, increasing 35% year-on-year thanks to the substantial growth of Fun and Health. In Cosmetics, despite steady progress acquiring new middle-aged customers for PERFECT ONE, the segment did not advance as far as planned due to our strategic limitation of advertising investment focused on efficiency. Additionally, to enhance the company-wide foundation, we are combining AI technology with our strengths in human communication and customer database to build a database and expand our utilization of IT and digital technology.
Growth Next 2027 Strategy Overview
Key activity 1 Expand the targets of PERFECT ONE
We will further enhance our product lineup and expand our target to capture middle-aged consumers and augment our customer portfolio. We will also coordinate between mail-order, EC platforms, and wholesale sales channels with the aim of establishing an omnichannel.
Key activity 2 Maximize LTV by strengthening database marketing
We will use our approximately 6.6 million-entry customer database—one of our strengths—for new businesses and products to more aggressively cross-sell with the aim of increasing sales.
Key activity 3 Expand the global growth strategy centered on the US
Based on our policy of “Starting in the US, build products and service systems usable everywhere around the world,” we will establish a successful model of marketing methods for mail-order and EC business in the US and expand into Asia and other regions.
Key activity 4 Expand new product lineup and services
We will establish systems and mechanisms to expedite product development toward maximizing customer satisfaction, use AI to improve the precision of our development of hit products based on “Trends + VOC + Unique Value,” and strengthen customer loyalty and our research and development.
Outlook for Year 2 of the Medium-Term Management Plan
In the fiscal year ending September 2026, the second year of the Medium-Term Management Plan, we will build on the initiatives of the first fiscal year to further promote the implementation of the “Trends + VOC + Unique Value.” We will strive for further growth and expansion of booming Fun and Health and PERFECT ONE FOCUS and also aim to transition into the growth phase for PERFECT ONE by strategically introducing new products consistent with our perception of these three lines as growth drivers for the entire company. We will promote and accelerate initiatives to enhance new products and businesses—a key activity—for each brand and utilize the hit product-creating knowledge we have cultivated to date to achieve substantial growth as we head into the final fiscal year of the Medium-Term Management Plan.
New brand
Maison de Bouquet
A skin care brand using the goodness and fragrance of flowers to enrich the skin and souls of women age 30 and up
New products
TONOU Deodorant Scalp Shampoo
Medicated shampoo delivering head-to-toe care to address problematic age-related body odors
Slimore Coffee Latte
Foods with function claims formulated with chlorogenic acids to help people prone to obesity lose weight and visceral fat