Shiseido Increases Brand Value

Shiseido Company, Limited announces the relocation of its Osaka Factory to improve its productivity as the primary factory making skincare products, and the establishment of a new distribution base, Shiseido Kansai Integration Center, on the same premises.

In an effort to achieve the goals of its medium-to-long-term strategy named “VISION 2020”, Shiseido is reorganizing its business structure to build a strong foundation from which stable corporate systems that can sustain for 100 years or more will be derived. In order to “increase brand value”, Shiseido has actively invested in marketing and innovation, and has already decided to build a new basic research base, the Global Innovation Center.

This center will begin operation at the end of FY2018 in the Minatomirai 21 area of Yokohama. In addition, Shiseido will establish a new global supply chain management base in Ibaraki, Osaka. This base will include the New Shiseido Osaka Factory, to which the current Osaka Factory’s production facilities will be relocated to enhance the system for producing and providing high-quality skincare products that meet the needs of the Japanese market as well as global markets.

The new factory will have a production capacity approximately 1.5 times higher than that of the current factory, and will play the role of the primary factory making skincare products in the company’s global supply chain management vision. Furthermore, Shiseido will have a new flagship distribution base, Shiseido Kansai Integration Center, on the same premises, functions of which will include distributing products within Japan and overseas as well as storing and shipping products. The total investments are expected to amount to about 40 billion yen, with construction beginning in FY2018 and operation starting in FY2020 according to the plan.