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Beautiful Skin Through Comfortable Touch in Skincare: Kao's Pursuit of Skin Care Research You Can Feel with Your Heart
When applying lotion or serum, many of you may have experienced a moment of relaxation or a calm feeling by gently enveloping the skin with your hands through hand press［1］.
Perhaps there are effects of cosmetics that cannot solely be explained by their ingredients or formulations. It leads us to wonder if the happiness and satisfaction gained from skincare connect to the beauty of the skin. From this idea, Kao embarked on "Heartfelt Research (心感研究)" in 2015.
What insights have been gained from this research? Researcher Tomohiko Morikawa shared his expertise.
"Touch" Raises the Most Positive Emotions
Could you tell us about the background of the research?
MorikawaSince 2004, we have been conducting research related to cosmetics and sensory perception through various approaches, including psychology, neuroscience, and behavioral changes associated with skincare. Among these, the "Heartfelt Research" began in 2015.
For instance, many common beliefs state that "beauty increases with love" and "stress ruins skin."
We believed that positive emotions generated during skincare have not only an uplifting effect on mood but also a remarkable power, which is why we decided to scientifically analyze the effects of these emotional shifts on skin.
What has been discovered through "Heartfelt Research"?
MorikawaThere are numerous factors that evoke positive emotions in skincare, such as fragrance, appearance, and texture. Our research revealed that among these, the sense of touch is the most effective in enhancing positive emotions during skincare.
It was surprising that touch has the greatest impact.
MorikawaTouch is one of the primitive senses, and it’s widely understood that physical affection, such as hugging, can calm one's mood.
Thus, we focused on touch and conducted our research using two types of pleasant tactile information.
The first was the skincare action itself. We validated our findings not only through subjective evaluations but also through objective data, such as brain blood flow measurements. We discovered that when a pleasant touch through hand press is applied during skincare, positive emotions arise, and individuals who experience heightened positive emotions tend to have better skin condition.
The second was the skincare formulations. Similar validations showed that using skincare products with pleasant textures evokes positive emotions, and as these emotions intensify, skin condition improves. Additionally, we clarified that when positive emotions lead to improved skin condition, changes in gene expression within the skin actually occur.
Oxytocin—Indispensable for Happy Skin
What is the mechanism behind its effect on skin condition?
MorikawaOne possibility involves the hormone oxytocin. Known as the "happiness hormone," oxytocin plays a role in forming attachments and is recognized for its stress-reducing effects.
Our research suggests that when positive emotions are evoked through hand press, the level of oxytocin increases in proportion to the intensity experienced.
Does this mean people who feel happier tend to have better skin?
MorikawaExactly. In fact, individuals with frequent oxytocin secretion tend to have better skin conditions, particularly showing higher ratings in four areas: "skin texture improvement," "lack of color unevenness," "luster," and "smoothness of the skin surface."
Moreover, a paper published by Chen et al. in 2023 reported that an increase in oxytocin enhances the ability to feel comfort through touch.
This suggests that if positive emotions arise and oxytocin levels increase, individuals may become more receptive to comfort. Furthermore, this pleasant state during skincare can amplify positive emotions and consequently elevate oxytocin levels, creating a beneficial spiral.
What factors in skincare formulations contribute to positive emotions?
MorikawaWhen considering the secretion mechanism of oxytocin through pleasant tactile information, I believe that the two types of "peripheral nerves" present in the skin, namely the "nerves extending into the skin," are particularly important.
One is the "C tactile fibers" that sense gentle and soft stroking stimuli, and the other is the "Aβ fibers" that sense pressure, such as softness. It has been found that actual activation of the "C tactile fibers" through gentle stroking and activation of the "Aβ fibers" by touching soft materials lead to feelings of pleasure. Moreover, it has also been demonstrated that these stimulate an increase in oxytocin levels. In the case of skincare products, the softness of the texture and feeling when applied—ideally with a gentle and slow hand press—become crucial elements for allowing users to experience that softness.
Additionally, we were surprised to discover that by combining a pleasant feeling serum texture, fragrance, and an original application method that includes hand pressing, just one minute of skincare can increase oxytocin levels. Furthermore, after continuous use for a month, we found a tendency for oxytocin levels to increase more easily. It was also noted that, despite using the same formulation, the sensitivity to pleasantness increases.
It has been proven that sensitivity to pleasantness increases.
MorikawaThat’s right. At the same time that the state promoting an increase in oxytocin was observed, we also noted an increase in sensitivity to pleasantness, suggesting a positive cycle mediated by oxytocin. I believe this is achieved by using skincare methods (formulation, application techniques) that inherently enhance the secretion of oxytocin when used by people.
What are your future perspectives on "Heartfelt Research"?
MorikawaI believe there is still enormous potential in the emotional value of cosmetics, and that there are still many ways to maximize this potential. Therefore, I wish to deepen research into tactile sensations, focus on different senses, and explore potential synergistic effects from their combinations to thoroughly advance studies on the skin and mind.
KANEBO's Serum Aiming for Happy Skin
Inspired by this "Heartfelt Research," a new serum has emerged from KANEBO. I spoke with Natsuki Fujimori, who is involved in the development of skincare products related to serums.
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How is this research applied to the product?
FujimoriThe serum developed based on this research is KANEBO's heartfelt serum, called "Fusioning Solution."
There is data showing that people who feel happiness easily have higher skin scores. After all, those with vibrant expressions tend to appear radiant and possess an attractive magnetism. Thus, we set out to develop a serum with the tagline "I want to remember the impression of my skin in moments of happiness." It incorporates Kao’s cutting-edge ingredients and techniques that target skin texture, radiance, brightness, and smoothness.
So it’s a serum that brings together Kao’s extensive knowledge?
FujimoriExactly. Particularly noteworthy is the ceramide functional ingredient, which enhances skin penetration by nano-particleizing the moisturizing component ceramide, resulting from Kao’s long-standing research.
Additionally, the technology called “Targeting Sebum Trap,” which selectively traps harmful sebum that can cause dryness and skin roughness, is also integrated into Kao’s latest technology found in the lotion "Skin Harmonizer."
By combining these two unique and latest technologies, we created the "Fusioning Technology," which forms a durable film that evenly spreads and retains highly effective beauty ingredients.
Earlier, it was mentioned in the study that the softness of skincare formulations is a point of pleasantness. Is this considered in your product as well?
FujimoriYes, we have crafted it to have a soft texture that creates a smooth and even film when applied. Its flexibility and elasticity ensure that it delivers a touchable softness, which is also a defining feature of Fusioning Technology.
Moreover, since the pleasantness of hand pressing is essential, we also propose an original method for its application.
How can one feel this pleasantness?
FujimoriFirst, using the "Fusioning Solution" at the beginning of your skincare routine enhances the sensitivity of comfort, allowing you to feel even more relaxed during the subsequent skincare steps.
Regarding the method, start by tilting your face slightly upwards, closing your eyes, and slowly applying hand pressure from the center of your face outward. Next, use the pads of your fingers to blend gently around delicate areas like the eyes and mouth. Finally, slide your hands from under your ears down towards your collarbone, lightly pressing above the collarbone. The key is to imagine pressing once with each breath, performing the hand press slowly.
Surprisingly simple!
FujimoriThere is nothing especially complicated, so I hope that by continuing this daily practice, you can enhance your sense of happiness.
This is a new idea that goes beyond merely solving skin concerns; it embodies the radiance of a happy person through a serum. It is safe to say that this serum was made possible by Kao, which advances research from both the perspectives of emotional and skin studies.
PROFILE
Tomohiko Morikawa
Kao Corporation Research & Development Division Skincare Research Laboratory Researcher
PROFILE
Natsuki Fujimori
Kao Corporation Cosmetics Division Prestige Business Group KANEBO Product Development
《Note》
[1] The hand technique used to press and facilitate the absorption of products like lotions
Text by Junko Hayashida
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