With Made in Japan cosmetics growing in popularity, Shiseido has acquired a plot of land in the Nakatawara area in Ohtawara City, Tochigi Prefecture, Japan. On it, the company will develop a new production site to boost capabilities both in and out of Japan.
Shiseido Nasu Factory
With the tentative name of Shiseido Nasu Factory, the leading conglomerate plans to start construction of the new factory in the 2018 fiscal year, with operations beginning in the 2019 fiscal year.
In addition to the Nasu Factory, which has received an investment of approximately 30-40 bn yen (€224.4 mn-€299.2 mn), Shiseido will increase the production capabilities of its new Shiseido Osaka Factory in Ibaraki City, Osaka Prefecture.
At the new Nasu factory, the production unit will focus on producing safe high-quality skin care products. “Shiseido will ensure strict production and quality control in compliance with the international standards, ISO 22716,” the company announced in a recent press release.
The new factory, which will boast a total land area of 110,000 m2 and a building area of 38,000 m2, is part of its “Be a Global Winner with Our Heritage” campaign. Shiseido aims to actively promote its cross-border marketing strategy, which relates to three of the heavyweight’s leading markets: Japan, China and travel retail.
Stable global supply
The Osaka-based factory is currently in the preparation phase of construction. It will manufacture skin care items, targeting both the Japanese and global markets to 2.1 times higher than the first plan put forward.
With the aim of creating a stable supply of necessary raw and packaging materials and in accordance with its Vision 2020 business strategy, Shiseido is also working on a production system in the mid-to-long-term.
To assist existing production capabilities, Shiseido will also improve their production infrastructure and increase staff numbers, while using outsourced production and efficient flagship product manufacturing.
While producing approximately 120 million products per year, the new proposed factory will utilise advanced technologies, including the Internet of Things (IoT). In addition, it will set up effective production and distribution channels in a bid to keep up with fast-changing market needs.