KOSE Co., Ltd. (Headquarters: Chuo-ku, Tokyo; President: Kazutoshi Kobayashi) held a joint “2024 entrance ceremony” with 3 group companies*1 at its headquarters on 4/1. The three companies are hiring a total of 52 people this year. At the entrance ceremony, President and CEO Kazutoshi Kobayashi gave the following instructions.

*1 Kose Co., Ltd., Kose Cosmetics Sales Co., Ltd., Kose Industries Co., Ltd.

“Purpose of the Reminder”
This year, the three KOSÉ Group companies jointly held an entrance ceremony for the first time. I am happy to be able to welcome you in this way today. According to the medium- to long-term vision “VISION2026,” which was formulated with the aim of the 80th anniversary of our founding, this year is the final year of “Phase II,” and I want everyone to take it that they joined the company at an important time. I will tell you what KOSE values now and what to expect from new employees.

“3G” and “KOSÉ Beauty Partnership”
First, “3G.” This is a keyword that takes the acronym “Global (Global) Gender (Gender) Generation (Generation),” which is the key point of creating future customers. First, in terms of being global, we must create and deliver products and services that can be accepted by people all over the world in a borderless manner in order to increase our global presence. In terms of the second gender and the third generation, I think there is significant room for growth by dispelling the preconceived notion that cosmetics are “for women who have aged to a certain extent.” In terms of gender, it is not simply about developing “men's cosmetics,” and it is important that people know our product value and enjoy care, beauty, and makeup regardless of gender differences between men and women. Also, in terms of generation, there is also a trending element such as younger makeup habits, but on the other hand, factors such as the usefulness of performing skin care from childhood, which have been clarified in recent years from our various research, are also suppressed, and we are promoting the creation of new customers.

Currently, “COSME DECORTE” has developed a pop-up shop featuring Otani in Omotesando and has become a hot topic, but in order to embody this “3G,” athletes such as Hanyu, Otani, and Takahashi are used in advertisements for various brands. We will continue to focus on sports promotion and use it as an opportunity for a wide range of customers to get to know our company as an initiative typical of KOSÉ.
Next, “KOSÉ Beauty Partnership.” This is a way of thinking about building mutually enhancing relationships with the stakeholders surrounding our company. Since our establishment, we have had the idea of “coexistence and co-prosperity,” and we have been working together for many years as important partners not only with customers but also with business partners such as dealers and suppliers. That idea has evolved, and now we work hand in hand not only with our employees, but also with the environment, government, and sometimes other companies in the same industry. We will continue to position all stakeholders involved in our company as important partners and promote corporate activities.
In overseas business, we are focusing on capturing the North American, Western, and Global South markets as our growth market following Japan and the Greater China region. In the North American market, in addition to “Sekkisei,” where the results of activities are beginning to be seen, efforts are being strengthened with increasing the presence of “COSME DECORTE” and “ADDICTION” as an important issue. In the European business, we are strengthening our sales force and strengthening the global pharmaceutical system. Also, in order to conquer India and ASEAN together, it will be strengthened as a global south business. Of course, we will also work to generate profits in the Japanese market and recover our performance in the Greater China market, but for our future growth, it is essential to firmly increase our presence in these markets.

What to expect from new hires
First, I would like to introduce the activity philosophy of “properly selling good products at good stores.” In addition to developing “good products,” it is important to do activities that are conscious of “proper sales,” such as being able to provide proper counseling and guidance on how to use them through “good stores,” and making it easier for customers to choose products. I believe that accumulating such things one by one will lead to companies being widely trusted by society.
Next, I want to convey “the importance of taking on challenges.” Until now, many pinches have come to our company, but from time to time, they have taken steps with an eye on the future, and each pinch has been used as an opportunity for a leap forward thereafter. Exactly, the COVID-19 pandemic from 2020, and now that various issues have become apparent there, can be said to be the second pinch after this. I want everyone to be greedy, muddy, and strong, and take on many challenges without fear of failure in order to truly turn this pinch into an opportunity.

The last thing I want to say is that I want you to make various proposals with an eye on the future from the viewpoints of “reform” and “transformation.” It is important to be aware once again that “a clear distinction between what should be changed and what should be protected (not changed) is important,” and that if you don't keep changing yourself, you won't be able to keep up with the changes around you.
I hope that everyone will open up a new future together with us as members of KOSE starting today, making use of their diverse personalities, which are their strengths.

*Reference information: Breakdown of the number of people employed by the 3 group companies

KOSE Co., Ltd. 30 people

KOSE Cosmetics Sales Co., Ltd. 14 people

KOSE Industries Co., Ltd. 8 people

*In total, we hired 243 new graduates for beauty consultancy positions.
This entrance ceremony will be divided into 3 days on 4/1, 5, and 9, and will be held at the training center.