Shiseido strengthens R&D

By

Sarah Ahssen

Translated by
Nicola Mira

Published
Jun 8, 2016

Japanese cosmetics group Shiseido has expanded its R&D centre in the USA. The centre is based in New Jersey and now extends over 2,000 m², compared to 600 m² previously. By 2020, the centre will employ a staff of 47 researchers, compared to the current 25.

The aim of the 'Americas Innovation Centre' is to undertake consumer research, work on product development and better respond to the America region's consumer requirements. The centre will also take over the development of product information and the brand's intellectual property management, formerly controlled from Japan. Shiseido also wants to profit from the synergy between its nine innovation centres, located in five countries.   

As part of the 'Vision 2020' plan, targeting a revenue of €6.8 billion by 2020, Shiseido has thus created a series of 'Centres of Excellence', in order to better exploit the diversity of local expertise. This is why Japan is home to the centre dedicated to skincare, New York to that of make-up and digital marketing, and the Paris centre is firmly established as the expert on fragrances.