PARIS — Shiseido Co. Ltd. said Tuesday it has appointed Masahiko Uotani as its new president. He will replace Shinzo Maeda in the role on April 1, 2014.

Uotani is currently Shiseido’s chief executive partner (representative director) of BrandVision Inc. and outside chief marketing advisor of the company.

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Maeda will be Shiseido’s chairman (representative director) starting April 1, 2014, then retire from that role to become senior advisor of the company at the firm’s ordinary general meeting of shareholders at the end of June. There, Uotani is to be appointed representative director.


In a statement, the company lauded Maeda for having “paved the way for Shiseido’s future growth. We decided to start a new phase with a new management structure in order to ensure our growth and therefore we decided to change president as of April 1, 2014.”

Maeda this past April 1 had taken the company’s helm on an interim basis until a successor was found. At that time he replaced Hisayuki Suekawa, who stepped down for health reasons. Maeda had been Shiseido president and ceo prior to Suekawa’s appointment in January 2011.


Uotani, who is 59, has been outside chief marketing advisor of the company since April. Formerly, he had worked for firms such as Coca-Cola Japan Co. Ltd., where he served as president and chairman.

“Mr. Uotani is the most suitable person to helm Shiseido in the future, as he is equipped with high level of marketing ability as well as strong leadership, not to mention the experience in global business field,” stated Shiseido.