Shiseido expands New Jersey facility

Unit of Tokyo-based global cosmetics company Shiseido Co, Shiseido Americas Corporation, has opened its expanded facility in East Windsor, New Jersey.

The expanded facility accomodates research and development activities in the Americas.

The Americas Innovation Center will strengthen Shiseido’s consumer research, information development and product development in the Americas and around the world.

It will also closely collaborate with Shiseido’s recently launched Center of Excellence for Makeup, which is based in New York City.

The Americas Innovation Center is part of Shiseido’s commitment to enhancing its global R&D network, which currently includes nine laboratories in core markets.

The East Windsor facility has been expanded from 6,600ft² to 22,000ft².

It will be home to several functions earlier housed in Japan including development of product information, product safety assurance, and intellectual property management.

Shiseido president and group CEO Masahiko Uotani said: "In order to enhance our brand value and build consumer loyalty around the world, we need to have an unsurpassed understanding of our customers’ behavior and attitude toward skin care and makeup."

"We must then leverage our 100 years of cutting edge research and development to create products that deliver incredible results, marketed in new and innovative ways that are relevant to our consumers around the world."

Shiseido Americas president and CEO Marc Rey said: "As we work to build even closer relationships with our customers in the Americas, we are taking a number of steps to ensure that we are well-positioned to understand and respond to consumer demand.

"The Americas Innovation Center will help facilitate deeper customer insights and unparalleled innovation in the Americas, which will in turn enhance product research, technology and development on a global scale."