In 1982-99 years, Japanese cosmetic companies advanced the management reform due to change in the business environment. In this paper, I attempt to elucidate SHISEIDO`s market segmentation strategy during the management reform period that the company developed what kind of new product strategy for various demand layers, taken up as a case hair care products and men cosmetics among the cosmetics which are core products of the company. In previous studies, these are described that Japanese cosmetic companies developed market segmentation strategy by the type brand corresponding to a channel since the 1980s, but the results of this study, and even if I limited to two uses of hair care products and men cosmetics, it became clear to have developed the market segmentation strategy by the new products centering on specific function appealing new product type by the type brand corresponding to a non-channel which does not limit a channel.