We try to offer various "values" pleasing to a great many customers through the development of materials and base formulas that contribute to a pleasant sensation upon application of the product to the skin, development of powders that improve the function and applicability of foundation, research on protecting the skin from external environmental factors such as ultraviolet light and dryness, development of active ingredient with such effects as "whitening", "anti-aging" and "hair growth stimulation", and research on the sensitivity and perception responsible for a feeling of satisfaction.
To learn more about our customers, think with our customers and please our customers --- Shiseido will continue research and development to provide the products and services that satisfy our customers.

Basic research and development of active Ingredients for the skin and hair

As aging advances, there is a mounting interest in the prevention and improvement of senile changes in the skin and hair, such as "wrinkles", "spots" and "hair loss". Shiseido in cooperation with research organizations at home and abroad is striving to elucidate skin functions and hair structure as well as the complicated mechanisms of skin and hair physiology through diverse basic research approaches. "Anti-aging", "whitening", "hair growth" and "UV protection" have been selected as the subjects of intensive research from the viewpoint of maintaining skin and hair homeostasis. Toward these goals, Shiseido is exploring and developing effective active ingredients based on the results of basic research.

Development of materials and base formulas

To answer various requests from customers for cosmetics, Shiseido develops its unique technology from the latest findings and data obtained from a wide range of scientific disciplines such as colloid and interface science in physicochemical studies, polymer science, organic and inorganic synthetic chemistry and analytical chemistry. The latest innovations are thus applied to our product development. The results of physicochemical research have been utilized in the technology of preparing a stable lotion containing ingredients soluble only in oil, improvement of the oily feeling in the application of skin milk and improvement of the penetrability of active ingredients. Also, while novel useful ingredients are synthesized, numerous natural raw materials from around the world are explored to find "valuable materials" for developing cosmetic ingredients with new functions unique to Shiseido. Precise analytical technology for validation of the quality of newly developed ingredients and confirmation of their stability in products is an important field of research that supports the practical application of unique technology.