Shiseido Americas Corporation history

1989: Collaborates with Harvard University to establish the world’s first dermatological research center

In 1990 the company established Beauté Prestige International S.A. in Paris to develop and market fragrances.

In part this was a response to price deregulation in Japan which began in 1991.

Shiseido introduced its first prescription drug in 1993 with Opelead, used in cataract surgery and cornea transplants.

Two years later production began at a new factory in Beijing, which led in 1994 to the debut of the highly successful, high-end, Aupres line of cosmetics, developed exclusively for the Chinese market.

In November 1996 the company bought the North American Hair Salon Division of Helene Curtis Inc. from Unilever United States, Inc., thereby adding the Helene Curtis professional salon hair-care lines to those of Zotos.

Manufacturing capacity in North America was a concern, and in March 1997 Shiseido bought its fourth United States factory, planning to convert the New Jersey facility into one of the largest cosmetic plants in the world.

In 1998 Shiseido opened its first freestanding retail unit in the United States, an outlet called 5S that was located in New York City's SoHo district.

Also in 1999, the company introduced its cié de peau Beauté line of cosmetics into international markets as a top-of-the-line brand.

Adding to its portfolio of brands, Shiseido in 2000 purchased majority control of Laboratories Decléor S.A., the leading aromatherapy cosmetics manufacturer in France, and also purchased the Sea Breeze line of hair-care and body-care products from Bristol-Myers Squibb Company.

In fiscal 2001 the company reported its first net loss in 55 years, a Y45.09 billion ($372.3 million) shortfall stemming from a Y69.07 billion ($570.3 million) writeoff of a shortage in retirement and pension obligations.

In 2002 this venture began opening up aura science shops, the first of which opened in Columbus, Ohio.

In September 2003 the company announced plans to create a cosmetics store network in China similar to the one it had built at home.

In 2004, in Tokyo, Shiseido launched its first “Shiseido Global Beauty Consultant Contest,” an opportunity for the company's 13,000 storefront beauty consultants (BCs) to compete to demonstrate the beauty and customer service techniques they've cultivated through their daily activities.

The Maquillage brand, which took its name from the French word for makeup, was launched in August 2005 as a blending of two former makeup brands, Piéds Nus and Proudia.

The men's brand Uno was reintroduced that same month, followed by the debuts of the skin-care brand Aqua Label, which was aimed at the self-selection market centered on drugstores, in February 2006, and the hair-care brand Tsubaki, in March 2006.

2007: Celebrity makeup artist Dick Page signs on a Creative Director of Makeup.

In April 2008, with the purpose of developing and strengthening personnel who will back up Shiseido in China, Shiseido established “Shiseido Training Center China” in Shanghai.

Announces The Shiseido Way (corporate behavior) and announces The Shiseido Code (corporate ethics and behavior standards)(Reintroduced in 2011 as the Shiseido Group Corporate Philosophy under the banner "Our Mission, Values and Way.")

Retains Laboratories Decleor SAS in France（sold in April, 2014）

Establishes Ayura Laboratories, Inc.（sold in August,2015）

Establishes Shiseido Europe Research Center (reorganized to Europe Innovation Center in 2016)

Opens Shiseido Research Labs in Yokohama (renamed Shiseido Global Innovation Center in 2019)

Formulates Medium-to-Long Term Strategy "VISION 2020"