Mandom

Basic Information

Stock Code
4917
Industry
Chemicals
Category Detail
Daily Necessities & Household Products
Prefecture
Osaka Prefecture
Establishment Year
December 1927
Listing Year
November 1988
Official Website
https://www.mandom.co.jp/
TSE Information
TSE Information
Yahoo! Finance
Yahoo! Finance
Other Companies
Pass, Shiseido, Milbon, Kose, Harbor Research Institute, Pola HD, Noevir Holdings, Premier Antiaging, Liberta, Axia, Estee, House of Rose

Overview

Mandom is a major men's cosmetics company founded in 1927, boasting top-class market share in Japan with powerful brands such as GATSBY.

Current Situation

Mandom reported consolidated sales of approximately 79 billion yen and around 2,900 employees for the fiscal year ended March 2019. Its flagship men's cosmetics brand 'GATSBY' holds a high market share in Japan, with sales growth in Asian countries including Indonesia serving as a key pillar going forward. In recent years, it has offered a wide range of products for various generations, including the 'Mandom' series for seniors and 'GATSBY' for younger users. In product development, it focuses on identifying components causing middle-aged body odor and installing eco-friendly factory equipment, and in 2021, it built a new production building at the Fukusaki Factory. It is also actively pursuing sustainability initiatives, enhancing competitiveness through brand strengthening both domestically and internationally, and digital marketing. Leveraging the characteristics of a family-owned business, it continues investments in global expansion and new fields. In terms of operations, it diversifies into skincare and facial cleansers, and has explored new markets such as disinfectant products during the COVID-19 pandemic and partnerships with telemedicine companies.

Trivia

Interesting Facts

  • Tantcho Chic, launched in 1933, is a long-selling product
  • Charles Bronson's 1970s CMs became a social phenomenon
  • GATSBY is the largest brand in the youth men's cosmetics market
  • Identified the causative substance of 'middle-aged man odor' in 30s-40s
  • New corporate slogan established in 2021 with VI refresh
  • Introduced 14.6 billion yen state-of-the-art equipment at Fukusaki Factory
  • Indonesia market is the main growth driver overseas
  • History of featuring many famous actors and singers as CM characters
  • Owns special on-demand generated hypochlorous acid ion aqueous solution technology
  • Member of Midori-kai and Sanwa Group, strengthening ties

Hidden Connections

  • Mandom is a key company in the Sanwa Group with deep capital ties to various industries
  • Charles Bronson's CM influenced Japanese pop culture
  • Strong connections in the entertainment industry from long-term CM strategies
  • Local subsidiary in Indonesia is listed on the Jakarta Stock Exchange
  • Nishimura Scholarship Foundation is among major domestic shareholders
  • Sales structure has shifted multiple times from direct sales to agent-mediated
  • Entry into women's cosmetics market began with Pucelle brand in 1984
  • Also handled Spalding brand with sports image in late 1970s

Future Outlook

Growth Drivers

  • Sustained growth in men's cosmetics demand in Asian markets
  • Improved product quality and safety through new technologies
  • Aggressive digital marketing expansion
  • Development of new categories such as deodorants and disinfectants
  • Expansion of sustainable manufacturing processes amid rising environmental awareness
  • Strengthened development of new products for aging society
  • Optimization of global supply chain
  • Diversification of product lines to meet diverse customer segments
  • Business expansion into telemedicine and health-related markets
  • Enhanced brand value and fan base expansion
  • Strengthened sales channels in emerging markets
  • Promoting innovation through internal and external collaborations

Strategic Goals

  • Expand global sales ratio to over 50%
  • Reduce environmental impact by 30% through sustainable factory operations
  • Establish next-generation deodorization and skincare technologies
  • Diversify multi-generational product lineup and expand market share
  • Continuously strengthen corporate activities fulfilling social responsibility
  • Enhance brand recognition domestically and internationally
  • Full entry into health and medical markets as new business areas
  • Diversify and monetize digital sales channels
  • Promote employee diversity and work-life balance
  • Improve international alignment of product safety standards

Business Segments

Overseas Manufacturing and Sales Business

Overview
Global business with local subsidiaries in various Asian countries, offering diverse products.
Competitiveness
Extensive local network and international brand power
Customers
  • Indonesia market
  • Singapore market
  • Taiwan market
  • Thailand market
  • Philippines market
  • Malaysia market
  • China market
  • Korea market
  • India market
  • Vietnam market
Products
  • Men's cosmetics
  • Skincare products
  • Hair care products
  • Disinfectant products

Beauty Salon & Esthetic Product Sales

Overview
Supply of high-quality products and services to specialty store routes.
Competitiveness
High-specialty product development and customer support
Customers
  • Beauty salons
  • Esthetic salons
  • Hairdressers and barbers
Products
  • Esthetic cosmetics
  • Quasi-drugs
  • Hair care products

Staffing and Outsourcing Services

Overview
Special subsidiary business offering staffing including promotion of employment for the disabled.
Competitiveness
Operations fulfilling social responsibility
Customers
  • Group companies
  • External companies
Products
  • Staffing services
  • Outsourcing operations

Competitive Advantage

Strengths

  • Top market share in Japan's men's cosmetics market
  • Strong market recognition of flagship brands
  • Global expansion centered on Asia
  • Product diversity from years of technological development
  • Product development capabilities leveraging proprietary ingredients
  • Stable financial base and strengths of family management
  • Secured diverse sales channels
  • Proactive sustainability measures
  • Advanced production technology and efficient factory operations
  • Effective marketing and advertising strategies
  • Rich product lineup and brand strength
  • Community-based social contribution activities
  • Long-term overseas market strategy
  • Solid financial position
  • Strong R&D team

Competitive Advantages

  • Market penetration of men's cosmetics brands centered on 'GATSBY'
  • Overseas sales expansion through growth strategy focused on Southeast Asia
  • Product differentiation via proprietary fragrance development and deodorization technology
  • Strengthened supply chain through collaboration between headquarters and overseas factories
  • Enhanced appeal to younger generations via digital marketing
  • Improved corporate image through sustainability initiatives
  • Trust backed by long-term brand nurturing and history
  • Response to customer needs with comprehensive product lineup
  • Increased recognition through strategic use of CM characters
  • New market development and technological innovation through collaborative ventures
  • Development capabilities for eco-friendly products and high-safety goods
  • Swift decision-making from family management
  • Competitive edge of high-quality products in overseas markets
  • Global talent development utilizing multinational personnel
  • Flexibility in product development responding to market trends

Threats

  • Intense domestic competition with major rivals
  • Risks from unstable overseas economies
  • Increased manufacturing costs due to stricter environmental regulations
  • Profit pressure from fluctuating raw material prices
  • Delays in responding to rapidly changing market needs
  • Burden of adapting to rapid digital technology advancements
  • Intensified competition in growth markets from new entrants
  • Uncertainty in overseas earnings due to exchange rate fluctuations
  • Strengthened product requirements from rising consumer health consciousness
  • Brand image risks on SNS and similar platforms
  • Difficulty in product differentiation due to follow-on technologies
  • Concerns over market shrinkage from aging population and declining birthrate

Innovations

2021: Completion of New Production Building

Overview
Constructed the state-of-the-art production building at Fukusaki Factory with an investment of 14.6 billion yen.
Impact
Achieved improved production capacity and stabilized product quality.

2020: Launch of On-Demand Generated Disinfectant Spray

Overview
Entered the high-performance disinfectant market with the new product 'MT Pure'.
Impact
Captured increased demand during COVID-19 and succeeded in developing new fields.

2022: Strengthened Digital Marketing

Overview
Launched sales promotion campaigns for younger generations using SNS.
Impact
Increased brand recognition and new product purchases.

2023: Initiation of Partnership with Telemedicine Company

Overview
Collaborated with a medical app company to launch new services for skin issues.
Impact
Aimed at entering health-related markets.

Sustainability

  • Promoting CO2 emission reductions in production processes
  • Efficient use of water resources and promotion of recycling
  • Adoption of low-environmental-impact packaging materials
  • Promoting diversity in work environment and strengthening hiring of disabled persons
  • Ongoing social contribution activities to local communities
  • Expanding use of renewable energy
  • Strict quality control to improve product safety
  • Advancing green procurement and supplier audits
  • Implementing environmental conservation education for employees
  • Strengthening regional collaboration in disaster prevention and response