Shiseido America bulks up New Jersey facility

By Deanna Utroske

- Last updated on GMT

Related tags New jersey New york city Shiseido

Shiseido America bulks up New Jersey facility
R&D, production, warehousing, and distribution for Shiseido’s NARS and Bare Escentuals brands as well as for the company’s eponymous brand in North America all benefit from the expansion.

The company’s facility expansion is being publicized as a good opportunity for both Shiseido and the local East Windsor, New Jersey, economy. 

"We are excited that Shiseido, one of our preeminent companies and community-minded corporate neighbors, continues on such a positive growth pathway here in East Windsor."​ Mayor Janice Mironov told the press.

Government cooperation
Mayor Mironov credits the Shiseido expansion (in part) with keeping the community’s municipal tax flat for the third year, explained Nicole Mulvaney, writing for the Times of Trenton, in her recent article on East Windsor, New Jersey’s, proposed 2015 budget. 

The mayor “expects 2015 to continuing bringing a number of new businesses with added tax dollars and jobs. [She] included…pharmaceutical company Aurobindo and the anticipated expansion of Shiseido America on her list of companies that have already demonstrated productive growth this year,”​ according to Mulvaney.

In the next two months Shiseido America will begin expanding its New Jersey operations by adding a substantial research and development shop, as well as nearly 14,000 square feet of office space. Beyond that the expansion is set to include further warehouse space. 

These modifications will augment the beauty brand’s production and R&D capacity. The resulting facility (a combination of existing and new structures) will comprise a total of 310,580 square feet. “The East Windsor strategic location offers key distribution advantages, great access to major piers, airports and highways and now, with the recent improvements, direct access to the New Jersey Turnpike,"​ said Edward Houlihan, president and CEO of Shiseido America.

Shiseido is poised to build further: “Its current facility is located on 43.9 acres…[And,] Shiseido America, Inc. also owns an additional 40 acres adjacent to this site for future potential growth,”​ noted Amy Batista writing for

Japan and beyond
The Tokyo-based cosmetics company sells its products in 89 countries and business outside Japan accounts for over half of sales, according to the Shiseido site. The company also suggests that the number of countries served will rise; “To deliver Shiseido brand products to more customers around the world, we are accelerating the speed with which we are exploring new markets.”

Shiseido products made in New Jersey are exported to Europe and Asia. And the company’s business strategy in Asia seems to indicate that region is a priority​. The beauty brand recently announced its 2015 plans to showcase a select portfolio of products for the Asian market, namely Clé de Peau Beauté, NARS, bareMinerals and Aupres.

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