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Creation

After understanding the skin and potential desires of our consumers, we develop cosmetic products, beauty food, medical products, beauty equipment and services, producing values that feel “comfortable” for the consumers.

To create
[Examples of products developed through understanding our consumers]

At SHISEIDO, we strive to develop products that are valuable enough for our consumers so that when they have finished the products, they purchase them again.
The three products below were developed by analyzing the potential desires of the consumers by conducting surveys and prototype monitoring:

What makes a “good” foundation?

Conceptual drawing of the mousse

Conceptual drawing of the mousse

When we let consumers use various foundations and asked them what aspect of a foundation makes them think it is “good,” many used expressions such as “it melts and blends into the skin”.

Based on these data, we developed a foundation with a smooth texture that feels like it is melting into the skin.

From the beginning of the development, it took us about five years and much trial and error with more than one thousand samples, to finally produce a light and smooth texture.

It was attained with our new proprietary manufacturing process where the airy mousse is slowly pressed into the form of a foundation.

You can feel the firmness

In aging care cosmetic products, the “improvement of firmness” is a very important concept, but it is rather difficult to actually feel it. That is why we studied the “sense of the skin,” which is difficult for consumers to express verbally, from various aspects. As a result, we found that by devising a formula that provided the feeling of “richness” and “creaminess” during use, the conceptual feel of “firmness” and “penetration” is improved.
Based on these results, we developed lotions with which consumers feel the “richness” and “firmness” despite having different kinds of sensations such as “fresh,” “moisturizing,” and “deeply moisturizing.”

Fresh

Fresh

A technology of refining ingredients which are easy to blend into the skin with a quick penetrating feeling

Moisturizing

Moisturizing

A technology of making the product thick to a certain degree so that it smoothly spreads all over the skin

Deeply moisturizing

Deeply moisturizing

A technology to create thickness like a cushion, and moisturize the skin while caring for it

Development in line with changing lifestyles

Development in line with changing lifestyles

Example of usage. Using a smartphone, our consumers can perform quality cosmetic care in their own home.

The advance of IT brings rapid change of our lifestyles. Smartphone is now incorporated in our daily lives and becomes one of essential items. We believed that it should be applied in cosmetics in near future and developed a new aesthetic device using a smartphone and a special app.

We will develop easy and quality home care treatments for customers who want to become more beautiful, but do not have enough time to go to an aesthetic salon.

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