Shiseido establishes new evaluation method base for beautiful walking with startups

 The open innovation program "fibona" ​​led by Shiseido Research Institute has started a full-scale experiment in collaboration with ORPHE to demonstrate a new evaluation method for the beauty of walking.

The company has built a unique evaluation method that defines and quantifies "beautiful walking motion" in previous research, but by utilizing ORPHE's smart shoes with a built-in small sensor and a motion analysis system using a smartphone. , Established the basis of a new evaluation method that can easily evaluate walking movements.

Until now, the evaluation of "beautiful walking movements" required visual evaluation by trained specialists, but with the aim of providing more consumers with walking movement analysis and evaluation services at stores, etc. The demonstration experiment started in November 2021.

Based on its own R & D philosophy "DYNAMIC HARMONY", the company has the knowledge of research areas, which is the strength of the company, which is possessed by start-up companies including different industries, and has innovative ideas and technologies that respond quickly to changes in the times. By fusing with technology, products and services, we are boldly advancing the creation of innovations such as new beauty experiences that consumers have never encountered before.

Shiseido Global Innovation Center (GIC), which will start full-scale operation as an urban open lab in April 2019 and promote activities for innovation creation, has unique external ideas and ideas in "fibona", an activity that symbolizes the concept. We are taking on the challenge of creating new value that excites the world by fusing technology with Shiseido's knowledge of beauty and science. One of these efforts, "Co-Creation with Startups," aims to speedily utilize the ideas of startup companies in the company's products and services. We have been conducting joint research on the theme.

On the other hand, Shiseido has been developing and disseminating calisthenics since 1950, and not only the static beauty of the face and skin, but also the dynamic and healthy beauty of moving and grooming. Named "Active Beauty", we have been aiming to realize full-body beauty.

In 2016, we focused on the beauty of "walking" as its basic movement, and conducted joint research with Professor Mayumi Mizumura of Ochanomizu University. Evaluation that can be quantitatively evaluated by defining the beauty of walking by consolidating it into three indicators of "speed of movement", "extension of posture", and "softness of movement", and setting a score for each index. Established the law.

In addition, we have clarified the body structure and movements that are important for beautiful walking, and developed a prototype of the motion improvement program "Motion Beauty Method" that includes counseling, guidance, and training related to posture and walking. By providing this program for 4 weeks, we have confirmed the effects of improving the beauty of walking, increasing the skeletal muscle index, reducing the body fat percentage, improving the psychological state, and improving facial expressions.

"Motion Beauty Method" has been providing services at "S / PARK Studio" on the 1st floor of GIC since 2019. While the evaluation and analysis of walking and posture in the program can be expected to improve the behavior of customers, it requires visual evaluation by multiple experts, so it is a new evaluation method that can provide services more easily. I have been studying.

ORPHE's motion analysis system "ORPHE ANALYTICS" used for this verification is a technology that can easily and finely analyze and visualize walking and posture by using data from smart shoes with a built-in sensor and videos taken with a smartphone. .. For about a month from November 2021, we conducted a demonstration experiment using "ORPHE ANALYTICS" for the purpose of verifying measurement accuracy and understanding customer needs.

As a result of providing walking evaluation and counseling service to about 50 people, it is possible to measure with high accuracy that does not affect the analysis result depending on the clothes of the customer, and those who answered "I will practice walking improvement advice" after the experience. 86% of the respondents answered that they would like to perform gait analysis on a regular basis, and 96% of the respondents answered that they would like to perform gait analysis on a regular basis.

By further deepening the knowledge gained from this demonstration experiment, it will be possible to automatically perform all analysis and evaluation processes, including highly accurate analysis methods and detailed improvement advice for achieving beautiful walking. It is said that it will be.