The power of first impressions has been ingrained in most of us, but now Shiseido has scientifically verified that facial skin radiance influences facial attractiveness and makes a good impression on other people. Joint research with the National Institute of Information and Communications Technology (NICT) discovered that skin radiance in the face creates a younger impression, and the age estimated for facial appearance with radiant skin is about three years younger than a face without skin radiance.

Until now, it has been anecdotally accepted that radiant skin appears healthy and would make someone appear more attractive to others, but there was not sufficient scientific evidence to back up this claim. The emotional value of the impression given by facial skin radiance is a subjective and perceptual experience, and was difficult to scientifically verify. The study conducted an evaluation in collaboration with NICT by applying our accumulated methods in affective science, psychological research, and psychophysical research. The results of this study were published in the International Journal of Cosmetic Science on November 20, 2020.

Shiseido will apply the study to the future development of skincare and complexion products that have the potential of creating radiant skin, providing emotional value to consumers not only in live face-to-face communication but also virtual communication via monitors and smartphones.