Using its Global Innovation Centre in Japan as its hub for basic research, Shiseido will then use regional laboratories as spokes where products and their values will be developed targeted at consumers in each area in order build "genuine emotional connection".
There are currently nine labs in five countries.
"It is our goal to deliver the innovative products developed based on the insights and values of our consumers around the world," Shiseido noted in a press release.
With this strategy in mind, Shiseido had previously announced the opening of its new Global Innovation Centre research facility in Yokohama, a city south of Tokyo with the operation start date on track for the end of 2018.
The innovation centers that already exist in the U.S., Europe, China and South East Asia will each gradually expand, the company notes.
Shiseido is making ground in the U.S., reopening its expanded U.S. research facility now called the Americas Innovation Center. The improved 2,000-square-meter facility will house 47 researchers by 2020—an uptick on what Shiseido had as of February 29, 2016, with just 25 researchers working on a 600-square-meter site.
Shiseido adds that in addition to the facility's former functions, the updated Americas Innovation Center will take on new jobs that are currently handled in Japan, such as product information development and claim resolution, product safety assurance and intellectual property management.
"The shift allows us to build a closer relationship with consumers in the Americas, namely the US," Shiseido explains.
Obviously a press release, but an interesting one.