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Let us tell you about this "heartsing"

Shiseido has long been involved in various brain researches and applied the results to the development of cosmetics.
What happens when your "heart sings"?

Heartsing is brainsing. Shiseido's brain research.

Your brain reacts in a number of ways - when something fabulous makes your heart leap or you have a crush on a special person.
Brain's physiological state is said to be in close relationship with the mental state. Shiseido pioneered the work on brain research since the 1980s by utilizing a wide range of brain measurement methods. We have worked on brain-related studies, such as below, producing results.

  • Brain's true feelings
    that you do not even realize

  • Searching for approaches to keep
    our brains in a "good condition"

  • Does skin reflect the brain?
    Let's close in on their "close relationship."

Texture research for cosmeticsBrain's true feelings that you do not even realize

Individuals could have a wide range of impression on the texture of a cosmetic product - "moist", "refreshed", or "smooth."
With Professor Masahiro Nakagawa of Nagaoka University of Technology, Shiseido hasestablished a method based on brain waves to detect the customers’predominant sensitivity experienced when using cosmetics.
Quantifying sensibilities one doesn't even fully realize led us to more detailed evaluations than through simple questionnaires.

Approach to brainsSearching for approaches to keep our brains in a "good condition"

Since our brains are linked to our minds, it is best to keep our brains in a "great condition."
Shiseido is also devoted on studies in regard to approaches affecting brains.

●Power of hand massaging

"Touching actions," - such as massaging - are extremely important in the use of cosmetics. Through brain reactions, Shiseido has discovered the relaxation effects of hand massaging.

Furthermore, comparing how brains react to "mechanical touch" and "caressing touch," we have discovered "mechanically touching" activated the brain areas related to the heightened sympathetic nerves, -such as alertness and excitement - and "caressingly touching" activated the "somatosensory association cortex (area sensitive to sense of touch)."
Based on this, we expect caressing people's skin leads to the enhanced sense of comfort and skin sensory sensitivity, and hand massaging results in deep relaxation.

●Research on the effect of rose fragrance

We have discovered soothing components of the fragrance of modern roses with a relaxation effect. We used the material in the morning and at night for one month to see the fragrance’s long-term effect on the brain.
As a result, there were visible improvement from "stressed-out brain" (having a pattern in which the right-brain is activated when subjected to a stressful environment) to "relaxed brain" (having a pattern in which the left-brain is activated when subjected to a stressful environment).

Linking brain and skinDoes skin reflect the brain? Let's close in on their "close relationship."

The condition of the brain is believed to be closely linked to the skin condition.
Shiseido has discovered the possibility that the maintenance of the brain in a "good condition" could lead to the improvement of the skin condition.

●Experiment with the fragrance

After a one-month regimen of use of fragrance with relaxation components, an improvement in the brain's reaction to stressful environment - from "stressed-out brain" to "relaxed brain" - were visible. It helped bring the production of sebum from excessive to normal, and acne and skin roughness from exposure to daily stress appear less visible.
This led us to say the maintenance of the brain in a "good condition" contributes to the improvement of the skin condition.

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Secret to your "heartsing"

Your heart sings when someone special holds your hand, right? But it doesn't sing when a friend holds your hand.
"Heartsing" doesn't make your heart tighten in a blink of your eye. It's a bodily reaction caused by your brain affecting autonomic nerves.
Simply put: your brain should react uniquely to hands holding yours - it could be your love of your dreams or your good friend. We are devoted in the research, aiming to analyze such brain reactions.

Shiseido wishes to stay close to customers'"hearts" through brain researches ? for a continued development of products and services for your satisfaction..

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SHISEIDO PICK UP TECHNOLOGY