Follow us twitter facebook
Edition: Brazil
Click here to subscribe toour free weekly newsletter click here
Industry buzz

Shiseido unveils intelligent skincare system for ultra-personalised beauty solutions

Japanese beauty behemoth Shiseido is raising the stakes in skincare technology with the launch of a new pay-monthly app and skincare system named Optune, which promises consumers picture-perfect skin — for 10,000 yen (about US$92) a month.

Shiseido - Optune (Photo: © Shiseido)

Shiseido - Optune (Photo: © Shiseido)

Offering as many as 80,000 combinations, the product’s software - available as an iPhone app - works by taking photos of the user’s face in order to detect skin conditions. The data is then analyzed together with sleep rhythms and menstrual cycles taken into consideration, as well as external factors such as weather and air pollution, in order to concoct the right mix of serums which are then delivered via the accompanying cylindrical device, dispensed as a personalized formula twice a day.

According to the company, the Optune dispenser can create 1,000 "patterns of serum and moisturizer combinations" best suited for the skin in question, offering consumers a fresh approach which breaks barriers in the realm of personalized skincare.

Launched last week in Japan after a year of beta testing, Optune aims to offer a solution to busy women who struggle to find the time to source the correct formula for their skin, with the system to first be available only in Japan, with a possible international rollout should it be successful.

The move follows similar investments into artificial intelligence, digital and AR/VR, by beauty giants such as L’Oréal which last year teamed up with Apple on a wearable UV sensor via its La Roche-Posay brand, that communicates with iPhones in real time, detecting sun exposure; and also released a smart hairbrush in 2017 in collaboration with Withings via its Kerastase brand.


© 2019 - Brazil Beauty News -

latest news
MakeUp in New York moves to Javits Center to continue growing

MakeUp in New York moves to Javits Center to continue growing

The latest edition of MakeUp in NewYork was a huge success, announced the organisers. Held at the Center415 on 5th Avenue, in Manhattan, on September 11&12, 2019, the two-day B2B event dedicated to the makeup and skincare supply chain welcomed more than 3800 visitors, with a growth of 12% of international guests. Brazil, (...)

read more
Experts’ views
Victoria's Secret or the failure of a conservative positioning?

Laurence Bacilieri
Victoria’s Secret or the failure of a conservative positioning?

When the Victoria’s Secret show was cancelled it didn’t come as a surprise. In May, it was reported by The New York Times that the show would no longer be broadcast on network television. “We must evolve and change to grow. With that in mind, we have decided to re-think the traditional Victoria’s Secret Fashion Show". From 2001 to (...)

read more