Shiseido invests in skincare technology with new pay-monthly app Optune

Shiseido invests in skincare technology with new pay-monthly app Optune

Shiseido is upping the ante in skincare technology with the launch of a new pay-monthly app and skincare system named Optune, according to a report by Bloomberg.

Costing consumers 10,000 yen ($92) a month, the new subscription service works to analyse the skin via a smartphone app with the accompanying cylindrical device then mixing and dispensing a personalized formula twice a day.

Offering as many as 80,000 combinations, the system is said to be targeted at women that face that struggle to find the time to source the correct formula for their skin.

According to Shima Yamanaka, an analyst at SMBC Nikko Securities, “We see scope for benefits that will exceed expectations. Shiseido sees advantages in the lack of marketing costs and better attachment with customers.”

Speaking at a news conference, Shigekazu Sugiyama, President of Shiseido Japan, stated that the service would be available in Japan, with a possible international rollout should it be successful.

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