Shiseido has created new products, services, and markets by combining extensive insight and a wide variety of technologies cultivated over the nearly 100 years since its establishment with the creative ideas of researchers. This innovation for beauty creation provides us with a unique strength.
In April 2019, we opened the Shiseido Global Innovation Center (hereinafter, “GIC”). This new research center acts as an “urban open lab” for the creation of optimal value that integrates various kinds of insight, information, and technologies from cutting-edge research facilities and other industries in Japan and overseas. By doing so, the GIC realizes innovation that goes beyond national and industrial boundaries. Going forward, we will promote a “hub-and-spoke network” centering on the GIC in Japan, which serves as a base for fundamental research and connects our research facilities around the world, which are pursuing value creation to meet local needs. Through this network, we will centralize global consumers and technology information and communicate new value to the world.
By enhancing innovation, we will further deliver new value to consumers around the world.
Research and Development / Production and Supply Structure
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- Research and Development / Production and Supply Structure
A Global Research and Development Structure for Creating New Value
R&D Global Network
Developing New Frontiers
Enhancing Personalization
Cosmetics personalization has become a major trend, and we are taking a proactive approach to the development of new beauty innovation. Our new skincare system, Optune, uses dedicated smartphone applications that measures the condition of the skin. This skin-related data is analyzed together with data on weather, mood, physical condition, and other factors in order to identify and provide a serum and moisturizer combination that suits the present condition of the consumer’s skin. Additionally, in 2017 we acquired two U.S.-based venture companies: MATCHCo., which possesses technology that uses smartphones to provide a personalized foundation, and Giaran Inc., which possesses virtual makeup technology that leverages AI. Moving forward, by combining new digital technologies with the research knowledge we have accumulated, we will continue to further expand personalization in beauty.
Innovative Artificial Skin Formation
Technology—Second Skin
Second Skin*, an innovative patented technology, enables consumers to immediately conceal wrinkles and sagging. Through the layered application of an exclusive emulsion on top of a polymer-base cream, Second Skin forms an artificial skin that tightens the skin and smooths irregularities. Moving forward, Shiseido will draw on this technology to provide a wide range of other benefits to consumers around the world, such as the development of skincare and sunscreen products that remain highly effective for extended periods. To that end, we will leverage the synergies between our capabilities in research technology development and our strengths in global marketing.
Acquired from U.S. venture company Olivo Laboratories, LLC, in January 2018
A Supply Chain That Supports Global Growth
Working to achieve our medium-to-long-term strategy, VISION 2020, we have taken steps to strengthen our competitiveness. As a result, we are experiencing increasing demand in Japan and markets around the world. In order to meet this growth in domestic and overseas demand, we are making efforts to strengthen our production system over the medium to long term.
To that end, we are currently building three new factories: the Nasu Factory, which is slated to begin operations by the end of 2019; the Osaka Ibaraki Factory, which is scheduled to be completed by the end of 2020; and the Fukuoka Kurume Factory. The Fukuoka Kurume Factory will serve as a next-generation factory in which we introduce cutting-edge facilities that leverages IoT. Construction of this factory is slated for completion at the end of 2021. The construction of the factory in Fukuoka Kurume will also help us strengthen our BCP (Business Continuity Planning) response capabilities, while at the same time realize a production structure with even greater stability.
Global Production Sites
Establishing a Flexible Production Structure with Six Factories in Japan
After Fukuoka Kurume Factory begins operations in 2021, our production structure will have grown to six domestic factories. Through collaboration between these six factories, we will realize an even more flexible and stable production structure in which we can swiftly shift production between factories in the event of a dramatic change in demand. Going forward, we will share and pass on our long-cultivated craftsmanship techniques at each factory. We will also work to enhance these techniques through the use of cutting-edge technologies.
Made in Japan products to China/Asia
Supporting long-term continuous growth
