ELIXIR
Brand Manager
A benefit-led rebranding took the brand from No. 6 to No. 1 in Japan's skincare share. Led projects including the creation of a new wrinkle-improvement market.
ABOUT CEO
Michiko Kitahara
MICHIKO KITAHARA / CEO
Specializes in zero-to-one branding, rebranding and new value creation. Draws out the aspirations of everyone involved to clarify the core of value, and walks alongside clients from strategy to execution to strengthen brand purpose and proposition. Aims to elevate Japan's finely crafted products and services into value, contributing to the future of society and the economy.
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My strength is leading zero-to-one branding, rebranding and new value creation.
I draw out the aspirations of everyone involved with a brand, product or service, identify its strengths and sharply define the root of its value. Then, guided by a shared brand value and image, I align the goals and aspirations of every stakeholder, and walk alongside clients so they can manage strategy and execution that realize the brand purpose and strengthen its proposition.
I also bring deep knowledge of systematic frameworks — from tools that keep brand equity consistent to IMC planning — and a proven scheme for building organizational capability through education and on-the-job training. By making things visible and creating a shared language, branding stays consistent and independent of any one individual, even as the team grows.
Through the power of branding and marketing, I want to elevate Japan's finely crafted, delicate products and services into value — to bring back a world in which Japan is powerful and shines beautifully in the eyes of the world, and to contribute to the future of Japan's society and economy.
If you are interested, please feel free to reach out — even just to bounce ideas around.
Michiko Kitahara
Beauty begins the moment
you decide to be yourself.
CAREER
Career
LION
Joined Lion Corporation as a new graduate. After sales, became the company's youngest brand manager at 27 and launched a new body care brand.
2010 — SHISEIDO
After maternity and childcare leave, joined Shiseido. Managed brands such as TSUBAKI and ELIXIR, and served as Marketing Director for makeup brands including MAQuillAGE.
2021 —
Served as Deputy CMO, Head of Marketing and Head of New Value Creation Marketing, overseeing the marketing organization.
2023 —
Started as an independent consultant, expanding into branding and concept development beyond cosmetics.
2025.01.23 — MICHI inc.
Founded MICHI inc. In the same year, launched MIDOT, an apparel brand of her own design.
ACHIEVEMENTS
Key Achievements
MAQuillAGE
VP
Renewed the concept, developed a mask-proof BB cream and launched social media content by beauty consultants — achieving No. 1 in base makeup share and the makeup category.
Company-wide Projects
PMO
Led projects pursuing both social and economic value, including the "Expression Project," "Hand in Hand Project" and "Everyone's Good Face Project." Five projects received the President's Award.
ROLES
Roles
- Outside Director, R.C. CORE Co., Ltd.
- Outside Director, FURYU Corporation
- Outside Director, Hitomile Co., Ltd.
- MCA (formerly Marketer Career Association)Board Member
- Great RIVER, amana's creative talent circulation programAdvisor
- MGC (Marketing Guild Community)Fellow
- Guest Lecturer, Waseda Business School (MBA)
- Judge, Spotify Hits 2025 / Nikkei Marketer of the Year 2025
External advisor to several other companies