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Brain Science Research

There are such cases in which consumers ambiguously feel something but they cannot put it in words, or we don’t know why but our body reacts to something before we know it. Although these emotions, feelings and unconscious physical movements, etc. were said to be difficult to be approached in a scientific manner, they started to be gradually clarified mainly based on research into the brain science. Shiseido will promote its scientific researches in order to achieve products/services exceeding consumers’ expectations.

Research that Discovered Individual Differences in Sensitivity Using
“Neuro-Imaging Method”

NIRS:Near-infrared spectroscopy

We successfully captured individual differences in sensitivity by using the near-infrared spectroscopy which is one of the optical brain functional imaging technologies. The diagram indicates the example of a woman who showed different frontal lobe activities against the same topic, and it is known that the differences in brain activity pattern are closely related to the mind and body, as well as skin condition. (Tanida et al: Neurosci Lett. 2004; 369: 69. Brain Res. 2007; 1184: 210, Neurosci. Lett. 2008; 432: 157.) It is also known that such differences in activity between right and left brains can be seen even when the brain repeats memorizing on a daily basis. By applying this evaluation method, a woman in her late 40’s continuously took tablets containing ginkgo biloba extract, α-lipoic acid and L-carnitine, from which cerebral blood flow improvement can be expected, by mouth, and the results obtained before/after use were compared. As a result, not only her working memory task performance improved but also the brain activation pattern similar to that in young-aged group (20’s) was seen. It has been clarified that such improvement in brain function is also related to the improvements in various emotional profiles and cognitive functions. It is not a dream any more to elucidate the relationship between brain and stress as well as between brain and “rich sensitivity” including joy and vitality.

Research regarding cosmetic affective evaluation using electroencephalogram analysis

For affective impression-related evaluation such as texture of cosmetics, highly-trained specialists are in charge. However, in order to further comprehend how consumers actually feel in an objective manner, we have been conducting the joint research with Professor Masahiro Nakagawa, Nagaoka University of Technology. It does not utilize the electroencephalogram in the low frequency region (α wave band, θ wave band, etc.), which is utilized in the conventional electroencephalogram analysis, but it is the technique to detect the consumers’ predominant impression when using cosmetics based on fractal dimension analysis of electroencephalogram in the middle frequency region before the consumers become aware of the sensation. To be specific, we ask the consumer to picture sensitivity words such as “refreshed”, “sticky” and “moist” and record the electroencephalogram at that moment. After this, when the same consumer actually uses the cosmetic product, we take her electroencephalogram and analyze it by sensitivity word pattern, enabling us to comprehend how much the consumer actually experiences those impressions.

Research regarding cosmetic affective evaluation using electroencephalogram analysis



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