Shiseido launches new design and creative company

Japenese beauty brand Shiseido has announced the opening of its new design and creative company, Shiseido Creative Company.

Effective January 2022, the new Toyko-based company will be responsible for the Shiseido's total branding communication, from packaging design to shopper retail experience.

Shiseido Creative is fully owned by Shiseido Company Limited and has ¥100 million (£639 million) in capital and 93 employees, including Naomi Yamamoto as its main representative, as of 1 January 2022.

A statement from Shiseido said: "Shiseido Creative is a new company that will design a new beauty for the future while valuing the idea that creativity based on sensitivity will create corporate value, which Shiseido has cultivated since the establishment of its design department in 1916.

"We, at Shiseido Creative, have defined our purpose, which expresses our engagement with society and our raison d'etre, as to bring inspiration to the world by believing in the power of beauty and creativity and aim to bring brands and people together, creating experiences to enjoy beauty and enriching people’s hearts and minds."

This news follows the recent launch of Shiseido's three-year partnership with Tencent, which aims to strengthen the brand's global growth.