Shiseido is the number one Asian cosmetic company and the fourth largest cosmetic company in the world. With philosophy to create life and beauty to the world, Shiseido group operates as multinational company around the world including United States, Europe and Asia. The group has a strong brand product reputation. The key factors that allowed Shiseido to be a global player and be able to cope in difficult times are research and development, distribution channel, profession consultants, brand extension, and acquisition strategy. Shiseido improved its image as the modern pharmacy and expanded globally with its strong Asian image. In the current situation, however, the group has faced many challenges and obstacles including new competitors, different culture of a new market, trend adaptation, and global recession. Shiseido has a strong long term strategy until 2020. The new opportunities for Shiseido include Halal cosmetic,supreme prestige customize segment and men skincare market.