Shiseido Expands China R&D

Shiseido keeps investing in R&D. The company has opened a new office building for its China Innovation Center, Shanghai Branch to reinforce the R&D capability in China. The opening ceremony was held on November 11, 2016. This R&D upgrade includes site expansion and an increased number of researchers. With the transfer of marketing functions for Chinese market from Japan to China in the past year, the new structure in the region is created to allow for independent one-stop operations. Responsibilities from marketing research and planning to formula design, product design, product assurance and production will be all part of the new responsibilities on the China office, accelerating seamless product development to increase consumer satisfaction, according to the company.


In May this year, Shiseido Americas Innovation Center was expanded and re-opened; the Global Innovation Center in Japan will be inaugurated at the end of 2018. Through these and other initiatives Shiseido will reinforce its nine innovation centers located in five countries worldwide and pursue further value creation in close interaction with local consumers.This functional enhancement of the Shanghai branch unifies the R＆D and marketing functions of Beijing and Shanghai offices and enables even faster development of products that are highly acclaimed by consumers. Going forward, Shiseido will further enhance R＆D operations for Chinese brands. 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 has enhanced its R&D functions and network, connecting its nine innovation centers in five countries around the world to create and offer values that resonate with consumers in each region.


Shiseido China Research Center Co., Ltd. (China Innovation Center) was established in Beijing in 2001, and since then China Innovation Center has been pursuing product development through countless researches on makeup habits in the region as well as skin and hair to meet consumers’ needs in China. After the setup of Shanghai branch in October 2015, China Innovation Center has been supporting research and development for products of Urara, Pure & Mild and Aquair brands that are developed by Shiseido China Co., Ltd, headquartered in Shanghai.


According to the company, the functional enhancement of the Shanghai branch unifies the R&D and marketing functions of Beijing and Shanghai offices and enables even faster development of products that are highly acclaimed by consumers. Going forward, Shiseido will further enhance R＆D operations for Chinese brands.