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FANCL's Ambitious Vision for the Future: The FANCL Vision 2035

FANCL Corporation has recently announced its long-term management strategy called "FANCL Vision 2035 (FV2035)" aimed at driving growth and establishing itself as the most trusted and preferred brand by its customers by the year 2035. This plan will officially kick off in 2026, showcasing the company's commitment to evolving and staying relevant in an ever-changing market landscape.

Background of FV2035

A year has passed since the completion of the takeover bid by Kirin Group, and FANCL has been steadily enhancing its presence as a core entity within Kirin Health Science. As the company transitions into this new stage within the group, its responsibilities and roles have significantly increased. However, the environment in which FANCL operates is rapidly evolving, with heightened information accessibility and a diversification of consumer values. Today, purchasing decisions are influenced not only by product functionality and price but also by trust in the company and brand empathy.

To maintain consumer loyalty over time, FANCL recognizes the necessity to improve product quality and to clearly define its brand identity, enhancing its value. The company's foundational philosophy has always been to confront societal "dysfunctions" with a sense of justice, having created innovative markets and values through additive-free cosmetics and health products. As the years progress, the commitment remains strong to evolve its intrinsic DNA of creating new values with a vision for the future.

The Vision for 2035

FANCL's ultimate goal for the year 2035 is to become the most reliable brand that alleviates issues related to beauty and health while also establishing itself as the most dynamically growing brand marketing company.

Reorganizing the Fundamental Philosophy

To realize this vision, FANCL has restructured its core philosophy, which serves as a guiding principle for all employees in the group. The company's initial guiding principle, "Eliminating the ‘dysfunctions’ of society with a sense of justice," has been affirmed as the purpose (or the reason for existence) of the FANCL Group. This core belief remains the backbone of its operations and will not change over time.

In addition, to reinforce its commitment to this founding spirit, a new subcopy has been introduced: "Creating new markets and values, building a corporate culture that resonates with society, and pursuing true wealth." FANCL's previous management principle, "There must be more we can do," continues to be the compass that supports the company’s endeavors and will be cherished as a foundational value moving forward.

The Comprehensive Structure of FV2035

To achieve the vision set for 2035, FANCL aims to accelerate the strengthening of its management foundation. This involves enhancing four core functions: human resources, IT and digital strategies, research and development (R&D), and supply chain management (SCM). These will serve as the foundation for executing marketing strategies aimed at establishing brand superiority. Additionally, the implementation of domestic channel strategies and international strategies will be advanced to bolster execution capabilities.

This comprehensive approach forms the bedrock of the FANCL Group’s seven fundamental strategies, with the overarching goal of achieving sustained growth while creating both economic and social value.

Seven Fundamental Strategies of FANCL Group

1. Marketing Strategy: Building brand superiority to reach the vision
2. Domestic Channel Strategy: Expanding a customer base with high brand empathy through innovative business models
3. International Strategy: Establishing a global circulation model of brand value through international expansion
4. Human Resource Strategy: Fostering a culture of challenge and developing talent that creates new value
5. IT and Digital Strategy: Leveraging digital technology to enhance brand contributions
6. R&D Strategy: Striving for beauty and health, meeting future customer needs
7. SCM Strategy: Combining digital technology and organization to ensure quality and stable supply

Financial and Non-Financial Targets

FANCL has set a revenue target of 200 billion yen by 2035 (with a reference of 112.6 billion yen predicted for the fiscal year 2025) alongside expanding its social impact within communities through the CSV purpose, focused on three key areas: a healthy lifestyle, a society where everyone shines, and a rich global environment.

For more details, visit the sustainability page.