Shiseido Emphasizes Tech In Its Growth Strategy

August 19, 2018: 12:00 AM EST

Like some of its rivals, beauty brand Shiseido is looking for acquisitions to bolster its push into technology. It has acquired three US startups in the last 24 months. One is focused on artificial skin, one on personalized beauty; and the other on artificial intelligence. Shiseido has launched Optune, a device customers can lease monthly. It works via a smartphone app to scan and analyze skin condition and mood, taking weather conditions into account, to recommend a personalized combination of products. CEO Masahiko Uotani has pushed the company’s M&A strategy away from expanding scale to focusing instead on technology that can be used across its businesses. [Image Credit: © Shiseido]

Kana Inagaki in Tokyo, "Japan’s Shiseido touches up its M&A strategy", The Financial Times, August 19, 2018, © The Financial Times Limited

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