In an IR interview, 新日本製薬 explained its business overview and growth strategy. Centered on a subscription-based recurring-revenue model, the company is expanding its business led by Perfect One, its healthcare operations and overseas presence, with a long-term sales target of ¥100 billion.
Since its founding in 1992, 新日本製薬 has operated a subscription-based business centered on direct-to-consumer sales, outsourcing manufacturing under a fabless model. The company has focused on product development and marketing that reflect customer feedback, and has grown Perfect One into its flagship brand.
The company has maintained the leading domestic sales share for an extended period in the all-in-one serum gel market centered on Perfect One, and has also secured strong positions in cushion foundations and cleansing balms. In its health food business, W no Kenko Aojiru has ranked No. 1 in domestic sales share in the functional-claim food category for 2 consecutive years under the Fun and Health brand.
Its growth strategy is to strengthen marketing using a customer database centered on middle-aged and senior customers in their 40s and 50s, while expanding products for new target groups, including millennials. Its long-term goal is to increase sales in the beauty and healthcare fields to ¥100 billion, and it has indicated a policy of expanding growth brands such as PERFECT ONE FOCUS and developing overseas markets.
Expanding overseas channels is another key pillar, with the company strengthening sales channels and leveraging e-commerce in East and West Asia, centered on the United States. As Perfect One raises its global profile, the company aims for long-term growth by accelerating its global expansion.