A global innovation center tailored for social media, or S/PARK, as Shiseido is calling this complex of research labs and public space, is part of a many-layered rebranding underway for the 147-year-old maker of skin care, makeup and perfume. While the West has gone mad for Korea’s K-Beauty, deploying snail serum face masks at sleepovers and on #selfcaresundays, J-Beauty isn’t exactly a global phenomenon. Shiseido, which has 46,000 employees around the world and is aiming for sales of $11.6 billion by 2020, would like to change that. “Japanese beauty has more to do with, if I may get a little philosophical, searching for the truth,” said Daniel Bruzzone, a senior vice president of marketing for the company. “You will find the Japanese more scientific and concerned with technology than the very cool, attention-grabbing, colorful and playful K-Beauty.”

Source: New York Times April 05, 2019 16:07 UTC