Shiseido deploys tech-based beauty solutions at CIIE

Japanese cosmetics company Shiseido showcased an array of technology-backed skincare products during the fourth China International Import Expo to cater to Chinese consumers who are increasingly technology-conscious and digitally savvy.

Shiseido exhibited its "Second Skin" technology for its first-ever appearance outside its home turf, a technology that is an "exciting, ground breaking and revolutionary" solution to eye puffiness, according to Shiseido China CEO Kentaro Fujiwara.

"We use science and technology to deepen our understanding of Asian beauty. We then take these insights and use them to develop products and solutions specifically for Asian consumers," Fujiwara said.

The company also debuted its latest ingestible beauty brand called INRYU at the expo, which is designed specifically for Asian customers.

To double down on R&D, Shiseido has just opened its third China Innovation Center in the Oriental Beauty Valley — a dedicated zone in suburban Shanghai for cosmetics and health-related R&D.

According to Fujiwara, the new innovation center focuses on open innovation, which means collaborating with local partners to form research and innovation tailored to local needs.

The center will also expand into areas such as ingestible beauty, wellness and biopharmaceuticals, he added.