Mitsuo Iyoda
Profile
Performance in office
Tenure
Tenure
Background
He joined in 1920, becoming part of Shiseido while continuing research in the graduate school of Tokyo Imperial University. With a background in the chemistry of cosmetic formulations, he began his career not in sales or advertising but with the products themselves. He became a Director in 1930, later Senior Managing Director, and President in 1953. He was the first president who was neither from the founding Fukuhara family nor an outsider, but an engineer raised inside the company.
Selection
In 1953 he became President, succeeding Noboru Matsumoto. In his first year, the fiscal year ended November 1953, revenue was ¥2.983 billion and operating income ¥180 million. Four years after the listing, as of 1955, the company had 73 sales companies, about 8,000 contracted chain stores and about 100,000 stores as sales members. With the sales system in place everywhere, the choice appears to have been aimed at strengthening the manufacturing side.
Initiatives
In June 1954 capital was raised to ¥300 million, and revenue that year grew to ¥4.07 billion. As of 1955 the product range reached 267 cosmetics items and 48 soap and toothpaste items. In 1956 the company opened the Shiseido Beauty Salon in Shibuya, Tokyo, the largest in Asia, expanding places to teach beauty at the point of sale. In June 1957 it set up Taiwan Shiseido, which began local manufacturing the following April. Revenue in the fiscal year ended November 1958 was ¥10.051 billion, more than three times the level when he took office.
Career
Career
Shiseido
| Date | Position |
|---|---|
| 1953 | President |
| 1958 | Stepped down as President |