Shiseido Singapore’s Jessica Fun makes a strong business case for brands to embrace purpose

Jessica Fun joined Shiseido 35 years ago as a fresh graduate, and rose through the ranks to become Shiseido Singapore’s first local managing director in 2017. She’s recognised for launching Singapore’s first Cle de Peau Beaute boutique, as well as transforming Shiseido Singapore’s business performance and return to profitability.

Advocacy is often associated with individuals and influencers, but do brands have a role to play in championing social issues?

When businesses advocate for social causes, they can leverage their reach and resources to drive impactful change. Furthermore, brands can utilise their platforms to raise awareness about important social issues through marketing campaigns, social media engagement and partnerships. This not only educates their audience, but also fosters collective action. Additionally, businesses can make financial contributions by donating to causes that align with their values, or by creating grants and scholarships for under-represented communities.

An example in this context is Cle de Peau Beaute’s partnership with Unicef to support girls’ education, particularly in Stem. In 2019, Cle de Peau Beaute commenced a three-year partnership with Unicef. This was renewed in 2023, with the aim to benefit 5.7 million more girls by 2025. In 2023 alone, the partnership reached over 3 million girls globally. Cle de Peau Beaute has pledged a combined total of US$17.4 million (S$23.3 million) to Unicef’s Gender Equality Program, supporting initiatives in various countries including Bangladesh, Kyrgyzstan, Indonesia, China, Kazakhstan, Lao PDR, Namibia, Niger, Peru, Uzbekistan, and Vietnam.

Do you believe it’s important for companies to take a stand on social causes?

Yes, I believe it is becoming increasingly important. When businesses actively engage in social advocacy, they demonstrate a commitment to their values, and gain trust and loyalty from consumers who share those ideals. Consumers today are more informed and socially conscious than ever before. They expect brands to reflect their values and take responsibility for their impact on society. Furthermore, employees are increasingly seeking to work for organisations that align with their personal values and make a positive societal impact.

In your view, what does effective corporate advocacy look like?

Effective corporate advocacy involves a strategic and authentic approach to addressing social issues. Consistency and authenticity are crucial, as stakeholders can easily discern performative gestures from real efforts. Setting clear goals and metrics to measure the impact of advocacy initiatives is essential for accountability. By demonstrating tangible outcomes, companies can show their commitment to making a difference and build trust with their stakeholders.

How does a global brand like Shiseido navigate the balance between social responsibility and business priorities?

Shiseido’s dedication to sustainability is evident in our practices across the supply chain and product development. This is amplified in the new Shiseido Ultimune Power Infusing Serum. From petals to leaves to seeds, virtually every bit of the Goto Island camellia plant is utilised in making Ultimune. In addition, the materials, shape and specifications of the packaging are centred on sustainability, such as a bottle made with at least 15 per cent recycled glass, a refill cap composed of 50 per cent plant-derived plastic, and Forest Stewardship Council (FSC)-certified paper for the outer carton.

Our involvement with local communities and support for social programmes that align with our values is another aspect that I find inspiring. Social responsibility has been identified as one of the core areas of focus for the APAC region based on our employee engagement survey. Every year, we organise our annual employee volunteering initiative called Camellia Day at our regional HQ and Shiseido Singapore operations here. We expanded Camellia Day to a week-long initiative for the second year in a row, engaging over 130 Shiseido volunteers based in Singapore, as well as their friends and families, with outreach to around 1,100 beneficiaries through six key partners in Singapore. Key activities included packing care packs to benefit 1,000 low income families, as well as makeup and skincare masterclasses, and mentoring for women looking to rejoin the workforce.

What advice would you give business leaders looking to support a cause? How can they ensure that the efforts are both authentic and aligned with their brand?

Supporting a cause can be a powerful way for business leaders to demonstrate their commitment to social responsibility, but it requires careful consideration and strategic planning. Authenticity is key – supporting a cause that naturally fits within your brand’s identity will be perceived as genuine and heartfelt, rather than opportunistic. Transparent communication about your motivations and actions can build trust. Clearly articulate why your company is supporting a particular cause, the steps you’re taking, and the outcomes you aim to achieve.

Engage employees by creating opportunities for them to participate in related initiatives, such as volunteering, allowing them to become ambassadors for your cause. When employees are actively engaged, they amplify the impact of your social responsibility efforts, fostering a positive workplace culture and enhancing brand reputation.

Photography Lawrence Teo
Art Direction Adeline Eng
Hair Peter Lee/35A, using Goldwell
Makeup Lasalle Lee, using Shiseido

To learn more about the 60 women who have shaped Singapore as we know it today, click here.