Shiseido Expands in China

Shiseido keeps investing in R&D. The company opened an 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 China moving from Japan to China in the past year, the new structure allows 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, the Shiseido Americas Innovation Center was expanded and re-opened; the Global Innovation Center in Japan will be inaugurated at the end of 2018. Shiseido operates nine innovation centers in five countries. The enhancement of the Shanghai branch is said to unify R&D and marketing functions in Beijing and Shanghai, enabling faster product development. 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 Vision 2020 strategy. As a part of this strategy, Shiseido has enhanced its R&D functions and network. Shiseido China Research Center Co., Ltd. (China Innovation Center) opened in Beijing in 2001; since then the China Innovation Center has been pursuing product development by conducting research on consumer makeup, skin care and hair care  habits in the region to meet consumers’ needs. After the setup of Shanghai branch in October 2015, China Innovation Center has been supporting research and development for the Urara, Pure & Mild and Aquair brands that are developed by Shiseido China Co., Ltd. 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.