2023.05.08

The Fusion of 150 Years of Passion with the Latest Technology: SHISEIDO's DNA Testing Service

Copied to Clipboard

SHISEIDO has developed a unique DNA testing algorithm utilizing AI technology to propose the optimal care method with their Beauty DNA Program. In today's digitized society, it is the latest personalization service that supports individual beauty by offering beauty methods that address skin concerns based on test results.

What exactly is this program that expands the potential of beauty by understanding your innate skin? We spoke with Hironobu Yoshikawa and Shoko Asai from SHISEIDO Interactive Beauty Company, Limited, who are in charge of the Beauty DNA Program.

DNA: The Ultimate Personalization

First of all, could you tell us about the features of the Beauty DNA Program?

AsaiThe Beauty DNA Program is a service that uses AI technology to uncover innate skin characteristics through DNA testing and provides skincare methods based on this information through digital beauty consultants.

The testing items are divided into three categories—"Skin Type" that reveals individual skin characteristics such as the propensity to develop wrinkles or spots, "Skin Resilience" which looks at skin aging factors, and "Vitamin Regulation" for healthy skin—totaling 27 items. This test allows a comprehensive understanding of your innate skin characteristics.

AsaiNot only is the technology outstanding in terms of the number and types of innate skin characteristics obtained from DNA, but we also provide beauty advice based on the test results. Beauty consultants who have undergone specialized training explain what kind of care is needed and create and provide a customized "Beauty Plan" tailored to each customer through interactions. Based on this plan, customers can measure their skin condition at the purchasing store and gain hints for purchasing cosmetics.

The program is designed to offer medium- and long-term support, aiming to accompany you towards your desired future, enhancing the customer experience by merging technology and people, real and digital.

Please tell us about the background of the creation of this service.

YoshikawaThis service was released during the COVID-19 pandemic. Through living under restrictions, awareness of one's own skin and body increased, and with a deeper understanding of oneself, there was a growing demand for products and services that met these needs. Additionally, with the growing emphasis on a holistic perspective on health, dubbed wellness, there was an increasing necessity to consider not only cosmetics but also exercise, diet, and mental aspects.

SHISEIDO has recognized these market changes and aims to become the "Personal Skin Beauty & Wellness Company," focusing on becoming the "Global No.1 Data-Driven Skin Beauty Company" as part of its digital strategy. Utilizing the research achievements accumulated so far, SHISEIDO embarked on the development of the Beauty DNA Program.

We consider DNA to be the ultimate form of personalization. There are plenty of tools available to understand the current state of your skin, but the current condition is determined by a combination of your innate genes and past behavior. For instance, even if your current hydration level is 50, the meaning would differ significantly between someone with innate low hydration capacity but with appropriate care and someone with high hydration capacity but without suitable care. By examining the DNA, we can address these differences.