Developing Base Formulas
Shiseido developed a high-pressure emulsification process that can compress oil particles to 100th of their original size. This technology can give various types of cosmetic products with the desired feel for users, from creamy to watery. Aquainpool with its unique characteristics allows us to use a nano emulsification technology for quick and easy fine emulsification of particles. We also use a lipid capsule technology that enlarges emulsified particles to visible size, providing a combined sense of both creaminess and wateriness and which allows for the stable incorporation of active ingredients into the particle.
Aquainpool
Micro Aqua Ball
Aromachology and Neuro-Imaging Research
Fragrances work on the brain at a profound and unconscious level. Shiseido's neurofunctional research over the past 20 years, has scientifically proved that certain fragrances tune the autonomic nervous and endocrine systems via the brain, thereby helping maintain women's mental and physical well-being that extending to the skin. Many of our products already incorporate a number of fragrance ingredients that contribute to women's inner beauty. The recent development of technology that uses light to visualize frontal lobe activity enables the observation of emotions such as happiness at work in woman actually wearing skincare and makeup products.
Light topographic imaging of higher brain functions The deeper red parts of the brain are higher activated
Color Research
Research on emotions that colors induce relates closely to cosmetics and fashion. We draw on a massive database from our color makeup research to propose colors that match customer tastes. We systematically assess and classify facial shapes, thereby combining science and sensitivity to optimize makeup techniques and color selections. We recently developed a real-time makeup simulator for installation in stores. Customers can see virtual images of themselves with the makeup that they want to use.
Beauty Trends Research & Creators' Activities
In order to develop leading products, Shiseido does research and analysis of customer consciousness to foresee future trends. As well as monitoring fashion collections worldwide, Shiseido artists participate in fashion shows to keep the company abreast of seasonal hairstyle and makeup trends. We are a member of the International Commission for Fashion and Textile Colors (Intercolor), the sole global organization for the setting of color trends. SATSS is an in-house organization made up of our top hair stylists and makeup artists. SATSS works at fashion shoots, fashion shows, and overseas collections, disseminating the latest fashion information worldwide, creating an impression with its technical prowess in this regard, and further contributing to our brand strength.
