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Shiseido's New Research Center's Open Innovation Program "fibona"

January 10, 2022 Kelly Kovack
January 10, 2022

To collaborate with start-up companies, Shiseido Company launched an open innovation program to collaborate with start-up companies led by the Shiseido Global Innovation Center (GIC) called fibona. The co-creation program with external partners will pursue the creation of new value and innovation that goes beyond cosmetics in the beauty field. Fibona seeks the fusion of unique, innovative ideas from start-up companies with the research and development capabilities of Shiseido's existing businesses and commercialization aiming to create value in unprecedented new business fields.

The GIC started its full-scale operation in April 2019 as an urban open lab. "Fusion of diverse people and knowledge" has begun to occur at the GIC, encouraging communication with consumers and researchers centering on open spaces in its lower floors, collaboration with external research institutes inside and outside Japan, and introducing diverse working styles for the researchers. Through fibona, they will create new value that excites and inspires the world by fusing external partners' unique ideas and technologies with Shiseido's expertise in beauty and science.

Fibona's Four Activity Plans

Collaboration with start-up companies. This is an acceleration program aimed at co-creation with start-up companies in the beauty tech industry. This cohort of participants were considered under the theme "Beauty Wellness." Going forward, they will push for the review of practical approaches such as joint research and commercialization.

Collaboration with consumers. By using GIC facilities and content platform such as "S/PARK Studio" and encouraging researchers and consumers to communicate directly with each other about product experiences and feedback after use, they will develop products and solutions from a consumer perspective.

Launching beta versions with speed. To promptly introduce beta versions of newly developed technology into the market, they will utilize crowdfunding services and actively exhibit on beta-version launch platforms.

Creating a new research climate. They will create a research climate that stimulates the passion and imagination of researchers who deliver innovation through the fusion of diverse knowledge and people in the beauty field meeting up with researchers from various beauty-related industries (exchange meetings).

Collaboration Cohort

Digital Artisan Inc. was launched in July 2017 and creates business prototypes based on the knowledge of researchers, engineers, and artists, and provides services using 3D digital technology.

No New Folk Studio Inc. develops and sells smart footwear "ORPHE," shoes with unique sensing technology that precisely measures and analyzes movement of the foot. The business was launched in October 2014.

Yukashikado Inc. provides nutrition improvement services tailored to individual physical constitution and nutritional balance. The business, launched in March 2013, provides personal nutrition testing that reveals nutritional status from urine samples.


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