Shiseido is the latest beauty products provider to embrace technology in the $440 billion global industry. Last year, France's L'Oreal SA bought a company called ModiFace, which develops software that lets consumers use augmented reality to see how they would look with different types of blushes and eye shadows.
Shiseido is targeting women facing "the dilemma of valuing skincare but struggling to find the time to find the perfect formula," Shigekazu Sugiyama, president of Shiseido Japan, said at a news conference in Tokyo. Research by the company shows that the more hectic the lifestyle, the greater the fluctuation seen in complexion. Shiseido sees advantages in the lack of marketing costs and better attachment with customers. The company sees advantages in the lack of marketing costs and better attachment with customers.
Optune's cylindrical device mixes and dispenses a personalized formula twice a day, with as many as 80,000 different combinations. The product's software, available as an iPhone app, takes photos of the user's face in order to detect skin conditions. The data is analyzed together with sleep rhythms and menstrual cycles, as well as external factors such as weather and air pollution, in order to deliver the right mix of serums.

That will help to take the guesswork out of choosing the right skincare formula everyday, Shiseido said. Sales for the monthly subscription started Monday, the Tokyo-based company said.

The Optune service is available in Japan, and depending on its success, may be expanded abroad, Sugiyama said, adding that it will be more challenging to serve the needs of a greater variety of complexions.
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