In the race for effective skincare personalization, Shiseido has announced a new skincare system, called “Optune,” which it says realizes skincare personalization by coupling digital technology with their cutting-edge skin science and beauty research. Optune, an IoT (Internet of Things) skincare system developed with what Shiseido calls “a new concept,” uses a special machine backed up by unique algorithms to satisfy skincare needs in real time. This is achieved through the coupling of skin measurement data from dedicated application software, which is downloaded into an iPhone, with current environmental data. Its β version will be set up for a test sale in Japan beginning in the spring of 2018, with the goal of “prompt full-scale subsequent introduction.”
 
The dedicated app is used to perform skin measurement and analyze data such as weather, mood, and condition, and data regarding the skincare pattern derived using Shiseido’s unique algorithms. These are sent to a special machine, which will identify and provide a serum and moisturizer combination that suits the present condition of the skin.
 
The dedicated app will keep a record of the consumer’s skin condition, changes in environmental factors that affect their skin, care records, etc., so that they can review their skin information anytime, anywhere.
 
The details of the β version sale will be announced on the “Optune” brand website in mid-January 2018.