Shiseido Co. Ltd. plans to streamline its organizational structure in the U.S., consolidating several back-office and administrative functions.

This story first appeared in the June 8, 2012 issue of WWD.  Subscribe Today.

The company will group the U.S. finance, legal and human resources functions for four brands — Bare Escentuals, Beauté Prestige International USA, Nars and Shiseido — into one shared platform. The company also plans to consolidate the U.S. distribution operations for most of its brands at its distribution center in Columbus, Ohio, which will become the Shiseido Americas Distribution Center. The process is currently under way, and the company expects to complete the consolidation by the end of the third quarter in 2013.

Additionally, the company will merge its U.S. manufacturing business, Shiseido America Inc., into the umbrella organization Shiseido Americas Corp.

As a result of these changes, Shiseido has made the following executive changes: Pankaj Gupta, who has served as executive vice president, finance and operations and chief financial officer for Shiseido Americas Corp. since September of last year, assumes the role of regional chief financial officer; Deanna Chechile, general counsel for Bare Escentuals, is now the regional head of legal, and Ginger DeLeo, joins the company as regional head of human resources.

The move will not jeopardize the brands’ individuality, stressed Carsten Fischer, representative director and chief operating officer global business of Shiseido Co. Ltd. and chairman and chief executive officer Shiseido Americas Corp. Fischer stated, “We are committed to preserving each brand’s unique character and individual spirit, and we expect this shared services platform will better position each of the brands for future growth by providing world class support in the U.S. By combining the back-office strengths of our various brands, each can become a stronger player in the U.S. as well as globally.”