• happi happi.com June 2016 44
Americas, no one ever questioned Shiseido’s commitment to
R&D, but innovation, he explained, doesn’t take place in just one
place, which is why Shiseido has established innovation centers
around the world. Still, the opening of the AIC is a special moment in Shiseido’s long history.
“The US is by far the biggest market in the world and the
most vibrant—every company wants to be here,” he told the au-
dience. “The competition is great, the consumer is savvy and the
distribution channel is dynamic.”
During the event, the company announced that it has also
renewed a two decades-long research partnership with David
Fisher, MD, PhD, professor of dermatology and director of MGH/
Harvard Cutaneous Biology Research Center.
“We are obsessed with the health of human skin and are
deeply concerned with the changes that
occur with aging,” Fisher told attendees.
“Collaborating with Shiseido for 20 years
has taught us enormously. This is the begin-
ning; we look forward to more success.”
Advances in R&D
Also focusing on the future is Yoichi
Shimatani, corporate executive officer and
chief research and development officer,
Shiseido Co., Ltd. He explained that the
current global R&D network is comprised
of nine R&D centers and 13 production
facilities in Japan, China, US, Europe and
Southeast Asia—and more are on the way.
Next year, Shiseido will open a new facility in Singapore. In 2018, the company
will dedicate a global innovation center in
Yokohama. Two years later, a new global
supply chain base will be up and running
“One of our R&D initiatives is a fusion
of knowledge that incorporates advances
in life science, material science and human
science,” explained Shimatani.
For instance, in the human science arena,
researchers track non-verbal cues from con-
sumers to get a better understanding of how
they feel about products; these cues include
changes in blood pressure and the release
of specific hormones. This kind of research,
according to Shimatani, enables Shiseido to
create both effective and aesthetically pleas-
ing products. These disciplines are leading
to breakthroughs in four key areas:
• Hair loss and graying;
• Skin roughness; and
• Skin wrinkling and sagging.
In the skin-brightening realm, Shiseido has created an active
material that prevents melanin formation, reduces inflamma-
tion and inhibits cytokine production. In the anti-aging category,
Shiseido executives are firm believers in retinol and focus on its
derivatives to keep the active from irritating skin. Currently, 1.8%
of sales go toward R&D, but the company expects that to climb
to 2% by 2020—even as the concept of beauty products evolves.
“How we think about beauty is changing,” explained
Shimatani, noting a growing link between cosmetics in the home,
cosmetics and medicine, and cosmetics and electronics.
Shiseido, whether in Japan, the US or around the world, is
leading the way in how the world views beauty and the beauty
Above: Yoichi Shimatani, corporate executive officer, chief research and development officer, Shiseido
Co., Ltd. Below: The new Americas Innovation Center in Windsor, NJ focuses on color cosmetics and all
of the materials that go into them.