THE WHAT? Shiseido has announced the creation of a new division that it has named the Value Creation Strategy Division. The unit will be under the direct supervision of the Chief Marketing & Innovation Officer and will integrate all functions of CMI within HQ and Shiseido Japan.

THE DETAILS The J-beauty giant is also setting up a dedicated Corporate Governance Department and reorganizing its Global Brands Development Center and SJ Brands Development Center into the Global Brands Value Development Center and Global Product value Development Center as well as renaming its D&I Strategy Acceleration Department to the DE&I Strategy Acceleration Department.

Multiple personnel changes have been made accordingly, including the appointment of So George Sugitomo as Chief Creative Officer.

THE WHY? The new divisions aim to enhance the company’s responsiveness to customer needs and the market and strengthen the collaboration between brand value development and product value development. Meanwhile the inclusion of the ‘E’ for equity in the D&I division recognises that there are unequal structures in society and not everyone starts from the same place.