Beauty Without Barriers: Shiseido’s Online Beauty Consultation Service for People with Hearing Loss

December 3, 2025

In November 2024, Shiseido launched the Online Beauty Consultation Service for People with Hearing Loss. This service allows customers, based on their preferred communication method, to enjoy a 45-minute one-on-one beauty consultation via video call. The service can be accessed from the comfort of one's home or any location of their choice. We spoke with those involved in the initiative about the journey leading up to the service's launch and where it is headed.

Voices Behind the Initiative:

Ryoji Okazaki (Shiseido Interactive Beauty Company, Limited^*1) – employee with hearing loss

Yoko Susaki (Shiseido Interactive Beauty Company, Limited) - employee with hearing loss Nao (Omni PBP^*2)

Saya (Omni PBP)

*1 Shiseido Interactive Beauty specializes in the digital sphere and is responsible for developing and reforming business models. Shiseido's Personal Beauty Partners (PBPs) manage the planning and operation of beauty information on social media, YouTube, and online counseling.

*2 Omni PBP refers to a PBP who is active in digital omnichannel areas like social media and online counseling.

Online Beauty Consultation Service for People with Hearing Loss

A free online beauty consultation service designed for customers with hearing loss, offered through Shiseido’s comprehensive online beauty consultation platform "Online Beauty.”^*3

*3 An online beauty consultation service where one can easily consult with Shiseido PBPs.

INDEX

Removing Physical Barriers and Psychological Stress

Improving Skills Through 10 Months of Practical Training: Good Appraisals Leading to Full Launch

Providing Enriching Beauty Experiences: A Commitment to Beautiful Sign Language

Clarity and Reassurance: The Desire to Communicate

Removing Physical Barriers and Psychological Stress

―What challenges do customers with hearing loss face in beauty consultations?

Yoko Susaki, Shiseido Interactive Beauty Company, Limited

Susaki:　Beauty information is everywhere—through beauty magazines, social media and many other channels. It’s easy to find information about trendy colors, makeup techniques, and ingredient details. But when it comes to figuring out what truly suits each individual—like which makeup style brings out their best—that’s what people are concerned about and is much harder to find the answer. That is why there is still a strong demand for professional counseling.

Okazaki:　Hearing loss varies among individuals, with some relying on lip-reading and others on sign language. Hearing ability is also affected by the environment you are in. In noisy places like trains, busy restaurants, or music venues, hearing can be especially difficult. Department stores and retail counters, where beauty consultations often take place, are no exception. Whether or not a customer mentions their hearing difficulty depends on factors such as how busy the store is and how much time they have. If sign language service is unavailable, communication often relies on writing or voice recognition apps, which can be time-consuming. Even if they wish to receive a beauty consultation, some may hesitate to ask for one under such circumstances.

Ryoji Okazaki, Shiseido Interactive Beauty Company, Limited

Susaki:　Both Okazaki-san and I are hard of hearing and use hearing aids, so we have personally experienced the difficulties hearing in noisy environments. These experiences made us think about how we can provide beauty consultations in a more comfortable, stress-free environment for people with hearing loss. That said, hearing conditions vary from person to person, and the extent to which noise affects hearing also differs between individuals. To understand whether this was a common challenge faced by people with hearing loss, we first conducted a survey with the cooperation of people with hearing loss—both inside and outside the company.

Okazaki:　The survey revealed that there was room for improvement in the "hearing environment" of in-store beauty consultations. As part of the digital division, we launched a project to provide personalized beauty experiences to as many people as possible through the online platforms. We wanted to approach this not only with empathy, as people with hearing loss, but with professionalism. This led to our decision to pursue a beauty consultation service designed specifically for people with hearing loss.

Susaki:　The survey also showed that many participants felt unsure about basic beauty care—such as how to build a skincare routine or the correct order of makeup application. The hesitation to ask questions in-store seemed to limit their beauty experiences. While Shiseido already shares beauty information through social media like Instagram, these platforms alone were not enough to fully address these basic needs. Through counseling, we want people to discover products that suit them and experience more joy through makeup. We began this project with two core courses: Point Makeup and Base Makeup.

―How did you find beauty consultants who can use sign language?

Okazaki:　We began by considering potential candidates among our "Omni PBP" members—beauty consultants active in the digital space such as social media and online counseling. We first approached Saya, who was already familiar with sign language due to her parents with hearing difficulties. Through Saya, we also connected with Nao, who had some experience communicating in sign language during elementary school. With these two members, the project began as a small, dedicated team.

Improving Skills Through 10 Months of Practical Training: Good Appraisals Leading to Full Launch

―How did you develop the counseling method?

Okazaki:　Our first step was to help Saya and Nao, who are not native sign language users, acquire skills necessary to provide beauty consultations in sign language. A hearing-impaired employee with experience as a sign language instructor held sign language lessons for them twice a month.

Nao:　On the first day of the lesson, we explained the content of the counseling we usually provide using basic sign language. The instructor then translated the entire process into sign language. From the second session onward, we practiced with the instructor acting as a customer, using the signs we have learned.

Nao, Omni PBP

Saya, Omni PBP

Saya:　After about two months of practice, we became comfortable with the basic flow. We then invited other hearing-impaired employees within the company to play the role of customer and continued with more practical training, receiving feedback, and developing clear communication methods.

Nao:　For example, we found that using illustrations helps explain how to apply makeup, chat functions work well to explain ingredients that include many katakana terms, and showing Shiseido's wide range of brand names on a board helps prevent confusion. Through repeated practice, we developed the prototype for sign language counseling and with cooperation of people with hearing loss outside the company, continued to refine our signing and the content of our counseling.

Okazaki:　The preparation period lasted about 10 months, during which the two balanced this project alongside their regular duties. Their rapid improvement was a testament to their hard work and dedication. While we repeatedly discussed what readiness would mean for an official launch, Nao and Saya's strong motivation and commitment helped overcome all the issues that came up. During the one-month pre-opening trial, most customers rated the service as "very satisfying (5)" on a five-point scale. These encouraging results gave us the confidence to move forward with the full launch of the service.

Providing Enriching Beauty Experiences: A Commitment to Beautiful Sign Language

―How did you develop sign language expressions for customer service?

Susaki:　For beauty-specific expressions, we referred to sign language dictionaries, and also sought feedback from members of the deaf community to ensure accuracy. We repeated tests and verified expressions with people who have hearing difficulties, both inside and outside the company, by having them play the role of customers.
For example, even a single word like "pores" can have multiple meanings such as "sagging pores" or "loose pores." We considered how to express these differences effectively. It was also a challenge to convey new concepts like Shiseido's unique "foundation serum." We also refined existing expressions—such as the sign for "lotion"—feel more distinctively Shiseido. Sign language is a language in its own right and an integral part of Deaf culture. Throughout the process, we worked with deep respect for that culture and a sincere desire to understand it fully.

Sign Language Expression for "Makeup":

Extend the fingers of both hands and rub the cheeks up and down as if applying makeup.

Sign Language Expression for "Water":

With the right hand open and palm facing up, move it horizontally from left to right while lightly moving it up and down to express the flow of water. This can be combined with the sign for "makeup" to express "lotion."

Shiseido's Sign Language Expression for "Lotion":

Express the image of holding lotion.

―You also insisted on creating something unique to Shiseido.

Susaki:　Since customers will be experiencing Shiseido's service, we placed great importance on beautiful expressions. To ensure that they can genuinely enjoy the beauty experience, we paid close attention to graceful arm movements, delicate fingertips, and gentle facial expressions, incorporating Shiseido's brand identity into each sign. For example, for the word "introduce," we adopted a sign that adds a touch of elegance and politeness, as if we were presenting a gift. Along with refined hand movements, we made conscious efforts to open our mouths slightly wider, speak slowly, and making sure our lip movements were easy to follow.

Saya:　Sign language tends to express things in a friendly yet straightforward way. For example, saying "it's not impossible" can confuse customers, making them wonder if something is doable or not—much like the subtle nuance between English and Japanese. We’re still exploring how to respond to customer’s requests for clearer communication—finding the right balance between being direct without sounding too strong, and ensuring that our expressions always leave a pleasant impression.

Susaki:　Customers who experienced the service have told us that it was "easy to understand" and "the expressions are beautiful." We feel that we have laid the groundwork for cultivating a culture of beauty through the language of sign language, reflecting both the spirit of beauty counseling and Shiseido's uniqueness. At the same time, the world of language is deep, and we are not yet satisfied with our expressions. We plan to continue to improve and refine them, incorporating feedback from customers to make the experience even more enriching.

Clarity and Reassurance: The Desire to Communicate

―What are you most mindful of during counseling?

Nao:　 In our online beauty consultation service for people with hearing loss, we ask customers to complete a questionnaire in advance so that we can better understand their needs. Each session lasts 45 minutes—about 15 minutes longer than regular online consultations. We prioritize clarity, using sign language, illustrations, and chat functions as needed. Since depth perception is challenging over the screen, we adjust sign language movements from front-to-back to side-to-side for better visibility. Regardless of disability, I believe our creativity comes from the same desire—to meet each customer’s needs, to help them feel beautiful, and to communicate that beauty with sincerity.

Counselling scene

Saya:　At the start of each session, I inform my customers that I’m still studying sign language. Throughout the consultation, I make sure that my sign language is being understood, that I’m not signing too fast, and that nothing has been left unclear. I also make sure to show every step of what I’m doing. For example, when showing the color of a makeup base, I open the lid in view of the camera, and when I draw illustrations, I do it within the frame so customers can see clearly. Since visual information is crucial for people with hearing loss, I make sure customers feel reassured by showing even the small details that might normally be hidden.

―What feedback have you received from customers, and what are your future goals?

Nao:　We have received comments like "It was fun!" and "I can’t wait to try the product!" As someone for whom sign language is not a first language, these words are reassuring. I want to meet as many people as possible through sign language and address their beaut]y concerns. My hope is that they remember that Shiseido is always here when they need help, and that beauty consultations in sign language will become a natural and familiar option.

Saya:　It’s most rewarding when customers who previously couldn't consult with us and relied on self-taught makeup, light-up with excitement as they discover a new self. Through our Instagram account and word-of-mouth, awareness and reservations for our service are gradually growing. Moving forward, I plan to further refine my sign language skills and expand our regular courses to include sign language services. I want to spread the joy of beauty through personalized beauty proposals.

―Has there been any change within the company since the launch of the online beauty consultation service with sign language-capable PBPs?

Susaki:　This year, two new employees who has hearing difficulties and are native sign language users, Anna and Tamaki, joined the Omni PBP team. Together with Nao and Saya, who are hearing, we now have a team that can cater to customers with various hearing needs. We hope that awareness of our initiative will continue to grow, as there are many hearing loss communities who may benefit from our service.

Okazaki:　In Japan, there is still a perception among employers that there aren’t many people with hearing loss in customer-facing roles. The hiring of these two individuals in customer service is meaningful as it provides an opportunity to showcase and to maximize their potential abilities.

Susaki:　Sign language conversations have become a common sight in our open office spaces, which is a remarkable change for the company. I believe this will further deepen the understanding of people with hearing loss within the company.

Okazaki:　Through learning sign language, developing Shiseido-like expressions, and continued practicing, we’ve come to realize just how powerful communication can be. Our challenge has just begun, but we sincerely hope it will open new possibilities for society. By expanding this initiative, we aim to bring to life Shiseido's mission—BEAUTY INNOVATIONS FOR A BETTER WORLD.

Beauty Without Barriers: Shiseido’s Online Beauty Consultation Service for People with Hearing Loss

Removing Physical Barriers and Psychological Stress

Improving Skills Through 10 Months of Practical Training: Good Appraisals Leading to Full Launch

Providing Enriching Beauty Experiences: A Commitment to Beautiful Sign Language

Clarity and Reassurance: The Desire to Communicate

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