March 2021
Shiseido Company, Limited

Shiseido Scientifically Verifies that Facial Skin Radiance Makes a GoodImpression- Research on cosmetics that resonate with the mind and skin -Shiseido Company, Limited (“Shiseido”) has scientifically verified through joint research with the National
Institute of Information and Communications Technology (NICT) that facial skin radiance influences facial
attractiveness and gives a good impression to other people. It was also found that skin radiance in theface creates a younger impression; the age estimated for facial appearance is about three years younger
than a face without skin radiance. Until now, it has been often thought that facial skin radiance gives apositive impression to others, as a glossy state representing healthy skin; however, there was no sufficientscientific evidence provided.
These study results can be applied to the future development of skincare and base makeup productsthat have a high emotional value of creating radiant skin, which gives a good impression to other people.
Not only in real, face-to-face communication but also virtual communication via monitors and smartphones,a face with appropriate skin radiance can convey a healthier and more attractive impression.
The results of this study were published in the International Journal of Cosmetic Science (November 20,2020).

Research background
It is very important for us to lead daily lives fully of spirit and vigor, and the modest daily activity ofcosmetic has the power to enrich and revitalize the mind as well as the skin. Today, people are spending
more time at home and more likely to communicate via monitors and smartphones due to the COVID-19
outbreak, and amid such circumstances, the importance of skincare and the need for makeup has beenrecognized anew.
The emotional value of the impression given by facial skin radiance is a subjective and perceptual
experience and was difficult to scientifically verify prior to now. Therefore, we conducted an evaluation incollaboration with NICT by applying our accumulated methods in affective science, psychological research,and psychophysical research, which is our strength.
Facial skin radiance and impression evaluation method(1) What is facial skin radiance?
In general, “radiant” skin is optically defined as “gloss with specular reflection of the skin surface anddiffused reflection light from the inside”. It has been empirically perceived as giving a positive impression
different from “oily and shiny” skin that also expresses glossiness. Thus, in order to objectively evaluate
the emotional impressions of “radiant” and “oily and shiny” skin, we added gloss to facial images using animage processing technique under the following conditions for impression evaluation (Figure 1).

Figure 1. Facial images of “radiant” (left), “oily and shiny” (center) and “matte” (right)“Radiant”:“Oily and shiny”:“Matte”:a face with gloss both of specular reflection and diffuse reflection(an image that reproduces a glossy state of healthy skin)a face with gloss emphasizing the characteristics of skin with specular reflection(an image that reproduces a glossy state of skin with a lot of sebum)a face without gloss(2) Impression evaluation method
We asked 160 female participants in their 30s to late 40s to record their impressions in terms of 10
evaluation items*1 when presented with images of the face of the same woman*2 alternately showing“radiant”, “oily and shiny”, and “matte” faces. We then analyzed the impressions and ages estimated bythe participants regarding the woman’s facial appearance for each gloss type (Figure 2).
*1*2

A total of 10 items consisting of positive impressions (attractive, happy, healthy, bright skin, etc.) and negative impressions (tired, etc.).
Models of facial images were 10 females. Each subject was shown and evaluated facial images of one model of them.

Evaluation items

1.
2.
3.
4.
5.

Attractive
LikableWant to compliment
Happy
Feminine

6. Healthy
7. Tired
8. Radiant skin
9. Oily and shiny skin
10. Bright skin

Figure 2. Impression evaluation items

Impression evaluation by gloss type(1) The evaluation results showed that the “radiant” face was more positively received than the “oily andshiny” and “matte” faces (Figure 3). In addition, this result was notably recognized in seven out ofseven items related to emotional impressions.
(2) For ages estimated regarding facial appearance, it was found that the “radiant” face was evaluated as
three years younger (Figure 4).

Figure 3. Difference in impression by gloss condition(total score of evaluation items 1 to 7)

Figure 4. Difference in estimated age by gloss condition

Summary and future development
These results revealed that a facial image with light reflection on the face representing a “radiant” facegives the most favorable impression to other people. This result is clearly different from the impression ofan “oily and shiny” face, suggesting that not only specular reflection of the skin but also the nature ofreflected light play a key role in reproducing a healthy, glossy state. Amid the current COVID-19 crisis,
people are spending more time at home and the importance of skincare and makeup is being realized
anew. In response, Shiseido will utilize these study results in the design of skincare and base makeup
products that help create “radiant skin” and a positive impression in various communication scenarios, andcontinue to provide consumers with cosmetics that have high emotional value.

Related research papers
Ikeda, H., Saheki, Y., Sakano, Y., Wada, A., Ando, H., & Tagai, K. (2020). Facial radiance influences
facial attractiveness and affective impressions of faces. International Journal of Cosmetic Science.
https://doi.org/10.1111/ics.12673
Sakano, Y., Wada, A., Ikeda, H., Saheki, Y., Tagai, K., & Ando, H. (2021). Human brain activity reflecting
facial attractiveness from skin reflection. Scientific Reports 11, 3412.
https://doi.org/10.1038/s41598-021-82601-w