Shoji Takahashi will take over at the helm of Shiseido Americas Corporation (SAC), the renamed subsidiary that will now take all Shiseido's US businesses under its wings.
Shiseido Cosmetics, Nars Cosmetics and ZIC Corporation will be brought under the umbrella of SAC, which was previously named Shiseido International Corporation.
Consolidation plans designed for growth The appointment of Takahashi is being billed by Shiseido as a spur to translate these changes into business growth.
"We are certain that Takahashi will further accelerate the reform and push forward in realizing continuous growth in the market," said Shiseido CEO Carsten Fischer.
Takahashi has worked at Shiseido throughout his career and has developed a bent towards the development of the international business in recent years.
For example, the newly appointed CEO was responsible for developing strategies for the overseas cosmetics business between 2004 and 2007.
He will take over from Shuichi Tanaka who had been the CEO of Shiseido International Corporation and will retire at the end of this month.
Increase competitive strength The change at the top accompanies the consolidation plans, which are designed to increase the competitive strength of the group and help it develop a stronger presence in the US.
One of the principle advantages of the consolidation will be the efficiency gains achieved through the integration of the businesses.
Cuts in back office spending will help improve profitability and free up resources for sales expansion.
The company said the consolidation would also enable it to make timely and efficient investments beyond the narrow confines of subsidiary frameworks.
The US shake-up is part of a wider three year structural reform project that Shiseido is starting this year in order to become a 'global player that is representative of Asia with its origins in Japan'.