Research Outline

Shiseido Innovation


To obtain information about Shiseido, including its innovation strategy, innovative new products/features launched, and how it compares with competitors in terms of innovation.

Early Findings

  • In terms of technology, Shiseido's vision is "to be the best innovative beauty company".
  • The company does not limit itself to developing cosmetics alone; it also focuses on introducing and creating "unprecedented products and new value that go beyond".
  • In August 2018, Shiseido launched an innovative collection of skincare products that was inspired by the Japanese tradition of 'washoku', which means 'harmony with nature'.
  • Sangamo Therapeutics, a rival brand in terms of hair products, has inititiated clinical trials aimed at improving its hair technology.
  • As of December 2018, HairClone was working on developing an "innovative procedure to rejuvenate, and hopefully one day, fully regenerate new hair follicles".