‘EMS Is Painful’? Think Again. How EFFECTIM’s Interference Wave EMS Is Changing the Game

Feeling like your daily skincare routine isn't quite cutting it, or that conventional aging care[1] leaves you wanting more?

To meet this growing demand, SHISEIDO and YA-MAN joined forces to establish a joint venture, launching the cutting-edge aging care[1] brand, EFFECTIM.

So, what’s the secret behind EFFECTIM, the brainchild of two beauty industry titans? We sat down with Okamura from marketing and Tokushige from beauty device development to discuss the new Quick Facial Trainer and get the inside scoop.

With a growing desire for professional-grade aging care[1] at home, EFFECTIM is building strong customer relationships by prioritizing in-person counseling at specialty cosmetic stores.

“Listening to our customers, we found that many feel their daily skincare isn't enough and are concerned about the signs of aging. EFFECTIM was created for them. It aims to achieve what manual skincare can't and to reach a level of effectiveness that beauty devices alone can't attain. It was born to spark innovation by combining the expertise of both companies,” explains Okamura.

EFFECTIM is the result of a powerful synergy between SHISEIDO, a company with over 150 years of cosmetic research and development, and YA-MAN, which started as a precision instrument manufacturer 45 years ago and has since become a leader in the beauty device market. This collaboration delivers unprecedented, tangible results for the many people concerned with aging care*¹.

EFFECTIM's new Quick Facial Trainer is a wearable beauty device that you can put on like a pair of headphones, freeing up your hands. At its core is the new “Interference Wave EMS” technology.

“Traditional EMS devices were often painful. The electrical current would stimulate sensory nerves near the surface of the skin, leading some people to stop using them altogether. The problem was that turning up the power for better results also increased the pain, creating a major dilemma for users.

We set our sights on creating a comfortable, pain-free experience, which led us to Interference Wave EMS.

Interference waves work by crossing two different mid-frequency currents inside the body to create a low-frequency stimulation. While low-frequency currents can effectively target muscles, they also tend to stimulate sensory nerves. Mid-frequency currents, on the other hand, are less likely to cause pain and don't stimulate the muscles. For instance, by crossing two mid-frequency currents—say, 5,000 Hz and 5,050 Hz—we can generate a low-frequency current of 50 Hz (the difference between the two) deep within the tissue. This allows us to stimulate the muscles without irritating the surface-level sensory nerves.

EFFECTIM's proprietary technology takes this a step further. We developed a unique waveform where the point of stimulation moves slowly, creating a sensation that feels just like a massage. It efficiently stimulates a wide area of the face, including the muscles around the eyes and mouth,” explains Tokushige.

But developing the Quick Facial Trainer with this new tech came with its own set of challenges—namely, the fit.

“Achieving a universal fit was incredibly difficult,” Tokushige recalls. “Interference Wave EMS requires a larger, more complex circuit board than standard EMS. After testing countless designs for comfort, we ultimately decided to place the unit at the back of the head.

Since head and face shapes vary so much, we started with a 3D model of an average Japanese face and created countless prototypes. The final design is adjustable using the included pads and the holes in the elastic band. This allows it to fit a wide variety of head and face shapes. We were so proud of this that we applied for a patent not only for our advanced interference wave technology but also for the device's unique, comfortable fit,” says Tokushige.

The “Quick Facial Trainer” is a huge draw because it's easy to use and time-saving, taking just three minutes to complete. It's equipped with three modes: “Training Mode,” “Relaxing Mode,” and the combined “Standard Mode.” You can also adjust the intensity across five levels, letting you customize it to your mood and condition.

“'Training Mode' lets you effectively train muscles you don't typically move. It creates strong contractions in your facial muscles with intervals, making it perfect for when you feel you haven't used your facial muscles enough or want an intensive facial workout.

'Relaxing Mode' is perfect for those who use their facial muscles frequently, like in customer service, or when you're feeling daily fatigue. It delivers a pleasant, reward-like stimulation to help soothe fatigue.

And with 'Standard Mode,' which combines both, you can enjoy a routine that feels just like a professional salon treatment: warming up with Relaxing Mode, working the muscles with Training Mode, and then cooling down again with Relaxing Mode,” says Okamura.

He also mentioned that since you can use it up to twice a day[2], he recommends using Training Mode in the morning and Relaxing Mode at night.

The Concept of “Synergistic Beauty” to Maximize Effects

For today's busy individuals, getting the most out of their time—or 'time efficiency'—is a key priority.

To maximize the effects of this “multi-tasking facial workout” with the “Quick Facial Trainer”, it's recommended to use it with the “Amino Protein Cream”. Okamura explains that this cream is also infused with the expertise of SHISEIDO and YA-MAN.

“Typical gels for beauty devices often have drawbacks—they need to be washed off or feel cold in the winter. So, we developed a 'gel-cream' texture that is packed with skincare benefits, doesn't need to be rinsed off, prevents the wearable device from slipping, and makes it easy to feel the electrical energy. There's no need to reapply; it delivers beautifying ingredients right to your skin,” explains Okamura.

The “Amino Protein Cream” boasts a unique formula born from extensive knowledge of amino acid research.

“Since you don't need to rinse it off, just let any remaining cream absorb into your skin. We want you to use the “Amino Protein Cream” when working your facial muscles with the “Quick Facial Trainer”, much like you'd drink a protein shake after a workout,” says Okamura.

The concept of “Synergistic Beauty” is the key, making it easy to incorporate into your daily routine and maximizing the effects of the device and its dedicated skincare.

Users who have tried both products have reportedly been raving about the technology, convenience, and beauty benefits, with comments like, “It's refreshing that it doesn't hurt,” “The 3-minute time-saving benefit is amazing,” and “My makeup goes on so much better now.”

With its new “Interferential Wave EMS” technology for a less painful facial muscle treatment, a time-saving design that takes just three minutes, and a hands-free function that fits any lifestyle, EFFECTIM is bringing a genuine revolution to the skincare routines of today's busy, beauty-conscious individuals. It's definitely a brand to watch.