Shisiedo Americas has unveiled its recently expanded and updated New Jersey facility, which will now accommodate advanced R&D activities in the Americas for the Japanese cosmetics brand.

Known as the Americas Innovation Center, the East Windsor site, which now boasts a footprint of 22,000 sq ft – up from 6,600 sq ft, will house a number of functions previously based in Japan, including product information, product safety assurance and intellectual property management, as well as strengthening the company’s consumer research, information development and product development in the region and worldwide, collaborating closely with Shiseido’s recently launched Center of Excellence for Makeup in New York.

“In order to enhance our brand value and build consumer loyalty around the world, we need to have an unsurpassed understanding of our customers’ behavior and attitude toward skin care and make-up,” said Masahiko Uotani, Shiseido’s President & Group CEO. “We must then leverage our 100 years of cutting edge research and development to create products that deliver incredible results, marketed in new and innovative ways that are relevant to our consumers around the world.”

“This is an incredibly exciting time in the beauty industry, as the pace of innovation has never been faster, and the ability for consumers to provide direct feedback has never been stronger,” added Marc Rey, President and Chief Executive Officer, Shiseido Americas. “As we work to build even closer relationships with our customers in the Americas, we are taking a number of steps to ensure that we are well-positioned to understand and respond to consumer demand. The Americas Innovation Center will help facilitate deeper customer insights and unparalleled innovation in the Americas, which will in turn enhance product research, technology and development on a global scale.”