THE WHAT? Beiersdorf has announced the opening of a new research and development centre in Shanghai, with the aim of bolstering its skincare expertise in China and emerging markets, according to a report by WWD.com.
THE DETAILS At 83,330 square feet spread over eight floors, the R&D centre is said to be the second largest facility after its headquarters in Hamburg, Germany, with the personal care giant having invested 10 million euros into the building.
May Shana, Corporate SVP of research and development and member of the executive committee at Beiersdorf, said, “The opening of the Beiersdorf innovation center in Shanghai is an important milestone in our company’s history. This significant investment in R&D shows a clear commitment to innovation and growth in the region.”
Alongside the R&D facilities, the centre will act as a co-working space for other teams and operations, and also has an experience centre that is aimed at boosting contact with consumers.
THE WHY? The new centre was cited as being ‘the only way’ for the company to be the closest to consumers in China and other emerging markets, with Beiersdorf keen to capitalize on the booming Asian skincare market.
Shana continued, “The new location enables us to work closely with consumers, with research institutes and our suppliers, which will help us to develop relevant innovations in a timely manner. The center will serve not only China but also the emerging markets and will be closely connected to the global R&D network, which will enable the exchange of new technological and development insights across the globe.”