Medium-TermManagementPlan

Milbon Co., Ltd. has formulated a new Medium-Term Management Plan (2022-2026), with FY 2022 as its first year.

Milbon's vision for 2026

Become the leading manufacturer
in Asia and top 5 in the world

by elevating the value of industry professionals in the eyes of consumers and society at large

Milbon's vision for 2026

Global Strategy: Seven Regions

Beauty is global; its specific form, however, is local. With this fact in mind, we have developed a presence in 14 countries and regions globally (including Japan), which we have divided into seven regions: Japan, South Korea, Greater China, ASEAN, North America, the EU, and the Middle East. Our Seven Regions Strategy both responds to differences in hair types, cultures, and values, and contributes to the development of the beauty industry in each region through region-specific development of R&D, production, logistics, sales, and HR systems.

Global Strategy: Seven Regions

Global R&D

Milbon’s global R&D system promotes R&D in each region and creates the buds of new R&D that will lead to innovative products and services.

Global production

Milbon’s three factories are collaborating to strengthen local production for local consumption in the beauty industry with the aim of developing trust through a “Made by Milbon” philosophy instead of “Made in Japan.”

Global logistics

Milbon is promoting mutual trade systems and logistics strategies in Japan and overseas to achieve a Global 2-Week Delivery standard.

Global HR

As part of efforts to enhance its global HR development program, Milbon is building the Human Resources Development Center in Odawara City, Kanagawa Prefecture, with the new center being about three times larger than the current Training Center in Osaka City.

Domestic Market Strategy: Salon-Based Social Innovation

Hair salons are currently facing structural issues, including a decreasing population and such productivity-related industrial problems. To address both kinds of issues, this strategy aims to transform hair salons into a Beauty Platform by leveraging two key strategies: the Smart Salon Strategy, which connects with consumers through the fusion of physical and digital experiences at salon-based locations, and the Beauty Life Care Strategy, which expands the business scope from hair care to include skin care and beauty health care.
Furthermore, by placing our Sustainability Commitment at the core of this strategy, we aim to tackle important sustainability issues within our company and the beauty industry. Through this commitment, we contribute to the realization of a rich and sustainable society, facilitated by hair salons.

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Unleashing a New Form of Salon:
“Smart Salon Strategy”

Collaborating with salons to create
a new era of beauty spots

The Smart Salon Strategy proposes the concept of the “Smart Salon,” a completely new salon space providing a full range of beauty services for an innovative customer experience through the fusion of digital and reality. We will expand Smart Salons across Japan in collaboration with partner salons that share the same aspiration.
We will execute this strategy in two phases. In phase 1 we will develop model salons in collaboration with our partner salons in iconic spots in commercial areas, where we will try out, verify and create new customer experiences.
In the subsequent Phase 2, smart salons will be launched in major cities throughout Japan. The target is to open 500 to 1,000 salons in 100 cities, and Milbon's knowledge-based product sales* management method and education system will be rolled out at the same time.
The Smart Salon Strategy will create a new era of beauty spots with high productivity and customer satisfaction, and will present a new form and function of salons.
Smart Salon will be exhibited at Expo 2025 Osaka, Kansai, where many people will be able to experience the innovative model of salons, and will be widely communicated to society, customers, and people in Japan and abroad.

Knowledge-based product sales: A sales method where products are sold alongside valuable information founded in the knowledge and insights of hairstylists.

KAORIUM

AI diagnoses products with your favorite scent

KAORIUM is a registered trademark of SCENTMATIC Corporation.

DAGASHI

Available to purchase trial sizes of products you are interested in

Smart Salon Viewer

Display information about products used during treatment and simulations of hair coloring, etc. on a tablet

STYLESTOCK

Information on hairstylist-recommended products, styling techniques, etc. delivered to your smartphone

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Beyond Hair:
“Lifetime Beauty Care Strategy”

Expanding business fields
with partners

While hair remains at the heart of Milbon, we continue to push boundaries to broaden the potential of salons with our determination to expand “beyond hair” into other fields related to beauty.
The first phase, which got underway in 2019, is the cosmetics business. “iMPREA,” the salon-exclusive cosmetics brand born from join development with KOSÉ, leverages both companies’ strengths and pioneers a new culture of purchasing cosmetics at hair salons.
Next, we are preparing to enter the field of beauty health care. This is a health support business centered on oral products that lead to beauty, and our first product is currently under development with Kao as our partner. We will provide services that address customers' daily changes by utilizing our unique technologies and evidence, such as aging care and sebum RNA that monitors lifestyle habits and other factors.
These products sold through knowledge-based product sales are a measure to greatly improve the profit margin of salons, which rely on technical services for a large portion of their sales, and will still be an effective means of reforming the way hair salons are run.