Shiseido Looks to Increase Global Reach With New Innovation Center

TOKYO — Shiseido continues its push to become a bigger player in the international cosmetics industry with a newly opened global innovation center in the Japanese city of Yokohama, about an hour southwest of Tokyo. With a total of 17 floors and 604,730 square feet of space, the building will include a variety of research and development facilities, as well as areas that will be open to the public starting from April 13. The company invested more than 40 billion yen, or nearly $400 million, in the center. “Our goal is to become the most trusted beauty company in the world, by being the most innovative, aspirational to youth, selected by diverse talents, and trusted by society and shareholders,” Masahiko Uotani, Shiseido’s representative director, chairman and chief executive officer, said at the press unveiling of the new center on Tuesday. The shiny new center in Yokohama’s Minato Mirai section makes quite the first impression on visitors, with a large, split-level lobby area that is also home to a vegetable-centric café and the world’s largest crystal LED display, a 33-by-66-foot 16K screen developed by Sony. Also on this floor is Shiseido’s new Beauty Bar, where customers can have a specially trained researcher create

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