Shiseido signs an agreement with YA-MAN LTD. to establish a joint venture company, EFFECTIM Co., Ltd. in Tokyo, Japan. The new company is planned to start operations in October 2020.
YA-MAN’s Expertise in Beauty Device Business
Shiseido places importance on the creation of open innovation to establish innovative business models by combining the expertise of Shiseido with business partners. It is Shiseido’s key business strategies in striving to be a global winner with heritage through the medium-to-long-term strategy VISION 2020 (2014-2020).
With this new company, Shiseido will provide new beauty value through the combination of Shiseido’s strengths cultivated in the cosmetics business, such as skincare, with YA-MAN’s expertise in the beauty device business and high recognition among Chinese consumers.
Shiseido will initially focus on the Chinese market and develop cross-border business targeting Chinese consumers who are interested in
anti-aging and beauty devices. Brands and products of Japanese origin with “Made in Japan” proven safety and quality will be created by applying both YA-MAN’s highly advanced beauty device technology and Shiseido’s cutting-edge skin science technology, and the products are planned to be launched in Japan and China in 2021.
Source: Shiseido