ATTENIR’s History and Fundamental StrengthsProfileExecutive OfficerPresident & Representative Director, ATTENIR CORPORATIONTomoko SaitoDress SnowATTENIRWhen I was appointed as the head of the sales strategy office in 2015, ATTENIR was struggling with a dire business situation, which led the founder, Kenji Ikemori, to instruct us to “return to the starting point.” ATTENIR was founded on the sense of justice and “the desire to deliver truly good products to women throughout the world at a fair price.” For this reason, we reevaluated and revitalized the concept of “delivering high quality at a fair price,” which had served as our starting point since our founding, as a renewed concept that focuses on “offering luxury brand at one-third of the market price or lower.” This renewed concept was the platform from which we engaged in management reforms.Along with an uncompromising focus on product development, in order to establish the identify of our brands, we narrowed our target to women in those age groups that demand aging care, while at the same time starting new initiatives such as building a fan community on the Internet.This fan community gave rise to empathy and resonance with our brands by allowing customers who use ATTENIR products to find each other. Likewise, this community became a location for After joining FANCL, Tomoko Saito was assigned to the customer service center. She transferred to ATTENIR two years later, where she was assigned to the Product Planning Department. In 2010, she was involved in establishing the Shanghai subsidiary as part of the International Business Division. In 2015, she served as the head of the sales strategy office, and in 2018 as the Director and head of the sales strategy office, at which point she focused her efforts on management reforms. In 2019, she was appointed to the position of President & Representative Director.our customers to convey the value of our brands of their own free will. This community also became a forum for us to listen to the opinions of our customers and eliminate any hidden negatives. Products such as eco pack, which consider the everyday concerns of environmental impacts, and Dress Snow, a foundation cosmetic that achieves both wrinkle improvement and brightening, pierce into the “negatives” hidden in the opinions of our customers, and were developed to solve these issues.Through these and other means, the fan community is constantly Examples of environmentally friendly specification packagingFan CommunityWellspring ooff Value CreationPass on the founder’s DNA over the coming 100 years, and create value that exceeds the expectations of customers by delivering high quality products at a fair price
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