Tom Branna, Editorial Director06.01.16
Shiseido has been the dominant player in the Japanese cosmetics market for more than 100 years. Now, the company is making the investments necessary to dominate on a global basis, too. Some of those investments were evident last month, when company executives dedicated the Shiseido Americas Innovation Center in East Windsor, NJ.
“This is a very special year for Shiseido,” noted Masahiko Uotani, president and group CEO, Shiseido Co. Ltd. “We are opening the gate on our new journey.”
It is a journey that began a century ago when Shiseido created its first research and development operation. Then, as now, R&D and innovation are at the core of Shiseido’s efforts. Uotani noted that Shinzo Fukuhara, the first president of Shiseido, was guided by three principles:
The journey will continue as Shiseido carries forth its plans as outlined in its Vision 2020 strategy. The company has innovation centers around the globe; with the Japan Innovation Center focusing on skin, the European Innovation Center focusing on fragrance and the Americas Innovation Center focusing on color cosmetics.
“With the opening of this Innovation Center, we are firmly in the most dynamic, exciting market in the world,” explained Uotani. “My dream is that the Americas Innovation Center develops innovative products that make the consumer say, ‘Wow! I never thought of that!’ Just like the reaction that Sony got when it launched the Walkman.”
According to Marc Rey, president and CEO, Shiseido Americas, no one ever questioned Shiseido’s commitment to R&D, but innovation, he explained, doesn’t take place in just one place, which is why Shiseido has established innovation centers around the world. Still, the opening of the AIC is a special moment in Shiseido’s long history.
“The US is by far the biggest market in the world and the most vibrant—every company wants to be here,” he told the audience. “The competition is great, the consumer is savvy and the distribution channel is dynamic.”
During the event, the company announced that it has also renewed a two decades-long research partnership with David Fisher, MD, PhD, professor of dermatology and director of MGH/Harvard Cutaneous Biology Research Center.
“We are obsessed with the health of human skin and are deeply concerned with the changes that occur with aging,” Fisher told attendees. “Collaborating with Shiseido for 20 years has taught us enormously. This is the beginning; we look forward to more success.”
Advances in R&D
Also focusing on the future is Yoichi Shimatani, corporate executive officer and chief research and development officer, Shiseido Co., Ltd. He explained that the current global R&D network is comprised of nine R&D centers and 13 production facilities in Japan, China, US, Europe and Southeast Asia—and more are on the way. Next year, Shiseido will open a new facility in Singapore. In 2018, the company will dedicate a global innovation center in Yokohama. Two years later, a new global supply chain base will be up and running in Osaka.
“One of our R&D initiatives is a fusion of knowledge that incorporates advances in life science, material science and human science,” explained Shimatani.
For instance, in the human science arena, researchers track non-verbal cues from consumers to get a better understanding of how they feel about products; these cues include changes in blood pressure and the release of specific hormones. This kind of research, according to Shimatani, enables Shiseido to create both effective and aesthetically pleasing products. These disciplines are leading to breakthroughs in four key areas:
“How we think about beauty is changing,” explained Shimatani, noting a growing link between cosmetics in the home, cosmetics and medicine, and cosmetics and electronics.
Shiseido, whether in Japan, the US or around the world, is leading the way in how the world views beauty and the beauty industry.
“This is a very special year for Shiseido,” noted Masahiko Uotani, president and group CEO, Shiseido Co. Ltd. “We are opening the gate on our new journey.”
It is a journey that began a century ago when Shiseido created its first research and development operation. Then, as now, R&D and innovation are at the core of Shiseido’s efforts. Uotani noted that Shinzo Fukuhara, the first president of Shiseido, was guided by three principles:
- Let the product speak for itself;
- Richness in everything; and
- Brands must be international.
The journey will continue as Shiseido carries forth its plans as outlined in its Vision 2020 strategy. The company has innovation centers around the globe; with the Japan Innovation Center focusing on skin, the European Innovation Center focusing on fragrance and the Americas Innovation Center focusing on color cosmetics.
“With the opening of this Innovation Center, we are firmly in the most dynamic, exciting market in the world,” explained Uotani. “My dream is that the Americas Innovation Center develops innovative products that make the consumer say, ‘Wow! I never thought of that!’ Just like the reaction that Sony got when it launched the Walkman.”
According to Marc Rey, president and CEO, Shiseido Americas, no one ever questioned Shiseido’s commitment to R&D, but innovation, he explained, doesn’t take place in just one place, which is why Shiseido has established innovation centers around the world. Still, the opening of the AIC is a special moment in Shiseido’s long history.
“The US is by far the biggest market in the world and the most vibrant—every company wants to be here,” he told the audience. “The competition is great, the consumer is savvy and the distribution channel is dynamic.”
During the event, the company announced that it has also renewed a two decades-long research partnership with David Fisher, MD, PhD, professor of dermatology and director of MGH/Harvard Cutaneous Biology Research Center.
“We are obsessed with the health of human skin and are deeply concerned with the changes that occur with aging,” Fisher told attendees. “Collaborating with Shiseido for 20 years has taught us enormously. This is the beginning; we look forward to more success.”
Advances in R&D
Also focusing on the future is Yoichi Shimatani, corporate executive officer and chief research and development officer, Shiseido Co., Ltd. He explained that the current global R&D network is comprised of nine R&D centers and 13 production facilities in Japan, China, US, Europe and Southeast Asia—and more are on the way. Next year, Shiseido will open a new facility in Singapore. In 2018, the company will dedicate a global innovation center in Yokohama. Two years later, a new global supply chain base will be up and running in Osaka.
“One of our R&D initiatives is a fusion of knowledge that incorporates advances in life science, material science and human science,” explained Shimatani.
For instance, in the human science arena, researchers track non-verbal cues from consumers to get a better understanding of how they feel about products; these cues include changes in blood pressure and the release of specific hormones. This kind of research, according to Shimatani, enables Shiseido to create both effective and aesthetically pleasing products. These disciplines are leading to breakthroughs in four key areas:
- Brightening;
- Hair loss and graying;
- Skin roughness; and
- Skin wrinkling and sagging.
“How we think about beauty is changing,” explained Shimatani, noting a growing link between cosmetics in the home, cosmetics and medicine, and cosmetics and electronics.
Shiseido, whether in Japan, the US or around the world, is leading the way in how the world views beauty and the beauty industry.