Shiseido Unveils Enhanced Americas Innovation Center in New Jersey

On May 6, 2016

Shiseido Americas Corporation, a subsidiary of Tokyo-based, global cosmetics company Shiseido Co., Ltd., unveiled its newly enhanced facility in East Windsor, which has been significantly expanded to accommodate advanced R&D activities in the Americas. The Americas Innovation Center will strengthen Shiseido’s consumer research, information development and product development in the Americas and around the world, and will closely collaborate with Shiseido’s recently launched Center of Excellence for Makeup, which is based in New York City.

The Americas Innovation Center is part of Shiseido’s commitment to enhancing its global R&D network, which currently includes nine laboratories in key markets. The East Windsor site, which has expanded from 6,600 square feet to 22,000 square feet, will now be home to a number of functions previously housed in Japan, including development of product information, product safety assurance, and intellectual property management. The larger space and scope of responsibilities in the region will also result in an increase in the number of researchers based in the Americas.

“In order to enhance our brand value and build consumer loyalty around the world, we need to have an unsurpassed understanding of our customers’ behavior and attitude toward skin care and makeup,” said Masahiko Uotani, Shiseido’s President & Group CEO. “We must then leverage our 100 years of cutting edge research and development to create products that deliver incredible results, marketed in new and innovative ways that are relevant to our consumers around the world.”

“This is an incredibly exciting time in the beauty industry, as the pace of innovation has never been faster, and the ability for consumers to provide direct feedback has never been stronger,” said Marc Rey, President and Chief Executive Officer, Shiseido Americas. “As we work to build even closer relationships with our customers in the Americas, we are taking a number of steps to ensure that we are well-positioned to understand and respond to consumer demand. The Americas Innovation Center will help facilitate deeper customer insights and unparalleled innovation in the Americas, which will in turn enhance product research, technology and development on a global scale.”

The Americas Innovation Center also reflects Shiseido’s VISION 2020 global strategy to enhance brand value for consumers worldwide by propelling innovation at the regional level and creating innovative products based on consumer insights and values. As part of this strategy, Shiseido has established Centers of Excellence in regions where key brands and local expertise are based in order to easily share best practices across the organization and accelerate each brand’s achievements: Europe is home to the Center of Excellence in Fragrance, Japan houses the Center of Excellence in Skincare, and the United States is the location of both the Center of Excellence in Makeup and the Center of Excellence in Digital.

Related Articles: