Personal care giant Shiseido has evolved into the ‘smart’ market with launch of its Sensing Shoes, which were created in partnership with Blueover to determine foot odour in a user. The company is said to have launched a Deodorant Foot Cream to complement the development.

Created by the company’s deodorant department, Ageodeo 24, in a bid to highlight lack of awareness of people’s own scents, the shoes are linked to a smart phone app and will judge how smelly the shoe is and, as a result, if it needs washing. With the smart sensor under the tongue of the shoe, it determines the smell level of the footwear, displaying the results on the corresponding app.

While not available to purchase, the shoe will be on display from 1st-7th December, 2017 at Blueover’s Osaka store.