Shiseido Strengthens its R&D Functions in America

Shiseido re-opens an expanded oversees research facility based in the United States today to strengthen its R&D functions in the Americas region. Called the Americas Innovation Center, the laboratory, which is one of nine in five countries, will help advance consumer research, product development and information development in the Americas region and throughout the world.

Shiseido has been working on increasing brand value and implementing business structural reform on a global scale based on its mid-to-long term strategy “VISION 2020” that runs until 2020. As a part of this strategy, Shiseido will enhance R&D and its network, connecting its laboratories across the globe to promote R&D that results in products to which consumers around the world have a genuine emotional connection.

In addition to its former functions, the renewed Americas Innovation Center will take on and enhance some responsibilities presently handled in Japan, such as product information development and claim resolution, product safety assurance, and intellectual property management.

This shift allows us to build a closer relationship with consumers in the Americas, namely the United States. The number of researchers will also be increased to offer consumer-centered innovations.