Senses and Psychology

We value the texture of the cosmetic products to allow the consumers to use cosmetic products with comfort. For this reason, we have deepened research in formulation technology to achieve excellent function and comfortable feel of use. This led to our current effort in the scientific approaches to heighten comfort experienced by the consumers through research in the senses. As an example, we are developing devices and assessment methods relating to the senses, such as the tactile sensor, to understand the preferences of consumers across the world. In addition, the texture, fragrance, appearance, and other aspects that lead to customer satisfaction as a result of elucidation by brain science and psychology are utilized in research on material science for pursuit of comfort in cosmetics.

Research on Tactile Sensation

Shiseido Independently Develops Two Types of Devices that Realize Highly Accurate Tactile Evaluation

We developed two types of tactile evaluation device, Vibration Friction Sensor and Contact Force Sensor^*. With the new sensors that can quantify tactile sensation with higher accuracy, and focusing on the hand movements when a consumer checks their skin condition, we are able to objectively and numerically grasp the tactile sensation that the consumer is feeling with their hands.

*Contact force: Force generated when an object comes into contact with another object.

Research on Neuroscience

Elucidating what significance touching one’s skin has through brain science research

Using fMRI^* to measure brain activity, it was revealed that touching one's own skin brings one to a state where a secure feeling is more easily generated, while being comfortably touched by others promotes input of skin sensation.

*fMRI: functional Magnetic Resonance Imaging

Shiseido Discovers Changes in Emotional Reaction towards Cosmetics through Brain Science Research

We used neuroscience research to discover that the brain activity evoked by experiencing our favorite cosmetics is similar to the brain activity evoked when viewing a significant other such as a family member or partner.^*

*Joint research with Tokyo Metropolitan University