Women's lifestyles, and the social environment in which they live, have changed considerably over the years, and continue to do so today. Benesse strives to offer products and services that match these changing lifestyles and help to bring happiness and a higher quality of life to women, their families, and all those around them.

The “Tamahiyo” Business Taught Benesse the Importance of a Customer-oriented Mindset

The products and services offered by Benesse's lifestyle business were all developed in an effort to address the issues and challenges that women face in their daily lives. The business got its start in 1993, when the company tried to utilize the knowhow it had developed through the Shinkenzemi correspondence course business, as well as feedback from a survey covering over 20,000 women, to launch two magazines related to child-rearing-Tamago Club and Hiyoko Club. Most of the books on child-rearing at the time were written by specialists and had a very technical and scientific tone. Furthermore, the social trends at the time-an increase in the number of nuclear families, declining birthrate, aging demographics and a weakening of local community bonds-created a situation in which it was more difficult for women to pick up tips and support from their families and the local community. Our survey showed that a large number of young mothers were extremely eager to hear the views and comments of other women of their generation, who had experience in raising children. Therefore, Benesse set out to develop its “Tamahiyo” brand, which provided advice on pregnancy, childbirth and raising children from other women; these magazines were welcomed enthusiastically by young mothers. This soon became the foundation for our lifestyle business, and reinforced the importance of keeping the customer's needs in mind at all times.

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Websites for Women Offer a Way for Benesse to Communicate with Customers

In 1999, Benesse created Women's Park, a members-only site aimed at women which tries to offer women advice and support to address their problems and concerns. In 2000, the company adjusted its business model, and in addition to providing information through its magazines, the company began offering products for sale via its website, providing opportunities for women to meet in person and share not only information, but also actual experiences, with one another. At present, the Women's Park community has grown to include some 2 million members. By creating websites and opportunities for women to establish a community, the company also was able to obtain feedback and ideas which led to the creation of many products which are offered through Benesse's lifestyle business. These products receive significant of word-of-mouth publicity via the website, and the feedback that is generated allows us to make adjustments or develop new products quickly.

Trends in the Number of Members in the Women's Park Web Community

* Membership numbers are calculated by deducting cancelled memberships from the total, and rounding to the nearest 100. Duplication may exist for individuals who are members of both communities.

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Careful Attention to Customer Feedback Allows Benesse to Contribute to a Happier Lifestyle

In 2009 Benesse launched a new business under the brand name “Happy Collection,” aimed at working women in their 20s and 30s, in response to changes in the social environment, including the tendency for women to marry later, and to seek self-improvement activities. Members can choose from among 21 categories of lessons, including cooking, beauty tips and lifestyle activities. Benesse provides them with information booklets and products that help them pursue their interests. The booklets and products offer women new and enjoyable experiences that provide them with a sense of real accomplishment and personal growth. In this way, women can develop self-confidence through activities that interest them.

All of the products and services offered by Benesse's lifestyle business have been developed through a careful consideration of the views and needs of women, their lifestyles and their families. The company is always considering what sort of things can contribute to the happiness of customers, and this focus will always remain at the center of our lifestyle business.