The Japanese beauty giant's new subsidiary will be responsible for the company's packaging design and shopper retail experience
Shiseido's 150th anniversary campaign
Shiseido has unveiled a new design and creative agency.
The Tokyo-based agency, called Shiseido Creative, will be responsible for the Japanese conglomerate's branding communication from new product design to user experience.
The subsidiary currently has ¥100m (£639m) in capital and 39 members of staff led by Shiseido Creative Director of Global Trend and Insight Naomi Yamamoto.
"[Shiseido Creative] will design a new beauty for the future while valuing the idea that creativity based on sensitivity will create corporate value, which Shiseido has cultivated since the establishment of its Design Department in 1916," said the owner of Drunk Elephant and NARs in a statement.
Shiseido's Design Department was first established by the company's first president Shinzo Fukuhara to develop its advertising campaigns and packaging.
The company added: "We, at Shiseido Creative, have defined our purpose which expresses our engagement with society and our raison d'etre, as 'to bring inspiration to the world by believing in the power of beauty and creativity', and aim to bring brands and people together, creating experiences to enjoy beauty and enriching people’s hearts and minds."