Shiseido Americas prepares for growth by acquisition and tech acceleration

By Deanna Utroske

- Last updated on GMT

Shiseido Americas prepares for growth by acquisition and tech acceleration
This week the cosmetics company announced its new tech hub in Cambridge, Massachusetts, as well as changes to Marc Rey’s role, adding the responsibilities of chief growth officer to his current position as president and CEO of Shiseido Americas. Both announcements precipitate additional changes in company leadership and illustrate Shiseido’s commitment to global growth.

“Shiseido is in the second phase of our Vision 2020 strategy,” ​explains Masahiko Uotani, president and CEO, in a media release about the company updates.

“We remain firmly committed to global growth in our portfolio through digital acceleration, new business development, and new value creation through innovation, acquisitions and partnerships,” ​says Uotani.

Focused on M&A activity

Shiseido intends to continue growing its global cosmetics and personal care business organically as well as through mergers and acquisitions. Oversight of this growth strategy is now formally Marc Rey’s responsibility.

“During his tenure, Marc has led, with great success, acquisitions in both technology and traditional beauty which are helping to pave the way for Shiseido’s future growth toward 2020 and beyond,” ​Uotani tells the press. Rey's mandate as chief growth officer is “to ensure growth remains at the core of the company’s present and future strategies,” ​according to the media release. And Ron Gee, the company’s CFO, now also global M&A leader for the company, will support Rey in the role.

With the support of a global M&A group headed by Ron, we are squarely focused on putting external growth at the core of our business strategy in the near and long term,” ​emphasizes Uotani, adding that, “I am confident that with this dedicated team in place, Shiseido will successfully enter the next chapter of our transformation.”

Shiseido’s acquisition strategy continues to encompass both conventional beauty categories and emerging technologies.

Dedicated to technology

On Monday (November 12), digital strategy and business develop executive Jim Mainard will join Shiseido to lead the new Technology Acceleration Hub in Cambridge, Massachusetts. Mainard is the founder of Connected Travel and worked for over a decade with DreamWorks Animation.

“Jim’s valuable expertise and experience will help us define how we build technology as a competitive advantage,” ​says Uotani. “I look forward to seeing the great impact this team has moving forward.”

Without giving away any detailed plans for the new Technology Acceleration Hub, the Shiseido media release did mention that the tech hub will be “dedicated to creating new disruptive models for consumer engagement and intimacy.”



Deanna Utroske, Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.

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