Accompanying Every Moment of Life: "Banbutsu Nanko"
Ongoing Co-Creation Between Consumers and Researchers
— Club fibona Event Report

At fibona, the open innovation program run by the Shiseido Innovation Center, over a century of accumulated research expertise converges with startup technologies and everyday consumers’ creativity to birth unprecedented beauty products. One of the venues embodying fibona’s core vision—’Unprecedented, Co-Creation, Unfinished’—is the online community ‘Club fibona.’ It has evolved into an interactive space where consumers and researchers engage in ongoing dialogue and co-create on equal footing.

On September 12, 2026, a co-creation workshop was held bringing together six Club fibona members and R&D researchers around ‘Banbutsu Nanko’ (万物軟香), an all-scene companion cream. Members shared how they integrate the product into their daily lives along with their impressions of its fragrance and texture, while researchers illuminated the development philosophy and backstory. Unpacking new questions and discoveries sparked by each other’s insights, participants engaged in a rich dialogue exploring the possibilities of lifestyle essentials that seamlessly accompany our daily routines. Here is an inside look at the event.

Co-Creation Between Consumers and Researchers Continuing After the Launch of “Banbutsu Nanko”

This co-creation workshop was convened so that consumers (Club fibona members) and researchers could jointly examine how “Banbutsu Nanko” is experienced and integrated into everyday life post-launch, using those insights to fuel further refinements.
Alongside daily online exchanges, Club fibona hosts in-person events where members and researchers meet face-to-face.
Gathering at the Shiseido Beauty Park (SBP) in Minatomirai, Yokohama, were six Club fibona members who had purchased and used Banbutsu Nanko. Joining from fibona were researchers Yuri Koshima and Kenta Sakiyama, along with operational team members Tomonori Toyoda, Hiroki Kobori, and Yoko Aizu. Ryokai Ezaki from Commune Inc., who supports the community architecture of Club fibona, served as the event moderator.
Participants were seated across two tables, with researchers Koshima and Sakiyama joining each group to facilitate discussion. Participants listened to presentations on key themes, jotted down their thoughts on worksheets, and exchanged perspectives. Through this collaborative flow, each individual’s real-world experiences and impressions were openly shared.

To begin, Koshima walked participants through the development background of Banbutsu Nanko and the journey of co-creation with Club fibona members.
Banbutsu Nanko is a product born from collaborative co-creation with Club fibona members right from the initial conceptual stage. Two of the six attendees that day had also participated in the pre-launch planning session held in November 2025.
At that time, testing sample creams before names or packaging had been determined, members brainstormed diverse life scenarios where they envisioned reaching for the cream:
“I want to apply a dab to my fingertips and savor the aroma between work tasks.”
“How about inhaling its soothing fragrance right before drifting off to sleep?”
Reflecting on those sessions, Koshima noted, “The rich variety of ideas brought forth during that workshop directly inspired the multi-faceted use cases we proposed for Banbutsu Nanko.”

Diverse Uses Born from “Intentional Margins”

Participants began by openly sharing their firsthand experiences and genuine impressions after using the product.
The conversation opened with relatable daily moments: “when taking a breather,” “when shifting mindsets,” “at night before sleeping”—revealing the diverse occasions woven into their daily lives.
Some enjoyed wearing the scent by applying it behind their ears or along the neckline, while others reached for it as a nourishing hand cream. One participant shared their affection for the product, remarking, “Because I feel such a strong emotional connection to it, I catch myself using it just a little bit at a time.”

As the room warmed up and participants relaxed, the discussions steadily deepened in enthusiasm.
Koshima then reflected on the development phase, driven by the desire to create an essential companion for daily living: “We kept asking ourselves: how can this genuinely enter people’s lifestyles and become something that truly stays by their side?”
To achieve this, the team expanded beyond the conventional boundaries of skincare cosmetics, intentionally designing “open margins” (room for personal interpretation) into how the product can be used, allowing individuals to adapt it seamlessly to their own routines.
Curious about how this intention translated into actual user perception, Koshima posed a question to the room: “Do you view Banbutsu Nanko as a lifestyle item?”

Responses varied intriguingly: “Primarily, I use it to reset my mood. Skincare feels like an added benefit,” remarked one participant. Conversely, another shared, “I use it both as skincare and as a lifestyle item—applying it along my neck before bed to envelope myself in the scent.” Another participant noted, “Because I love the visual design, when considered as an accessory or fashion element, it definitely feels like a lifestyle piece.”

Another member candidly admitted, “It actually made me pause and ponder: what even defines a ‘lifestyle item’ in the first place?” To which Koshima resonated deeply, replying, “That is a fundamental question we grapple with ourselves.” Whether serving as a mood-reset ritual, skincare protection, or an aesthetic personal carry—the exact role of Banbutsu Nanko varies uniquely from person to person.
Around both tables, vibrant dialogues unfolded on what truly defines a lifestyle item, guided by each member’s individual rituals.
Next, attendees experienced “Zuko,” which served as a foundational inspiration for Banbutsu Nanko’s signature scent.
Packaged in traditional medicinal wrapping paper (yakuhōshi), the fine incense powder was laid on the tables. Guided by Koshima, members smoothed the Zuko between their palms, experiencing how the fragrance bloomed with their body heat. For many, this was their very first encounter with Zuko, drawing spontaneous gasps of wonder across the room.

Communicating Kansei Research and Development Insights Through Dialogue

Sakiyama then introduced the sensory and affective science (“Kansei Research”) underpinning Banbutsu Nanko’s distinctive texture.
Originally conceived to safeguard skin in demanding environments—such as the dry cabins of spacecraft—the formulation leaves a protective veil over the skin. Research conducted at the Shiseido Innovation Center has revealed that this specific tactile sensation evokes emotional feelings of “being protected” and “reassurance.” Furthermore, to quantify and translate tactile skin sensations into objective scientific metrics, the laboratory developed its own bespoke measurement devices analyzing vibration and friction.

In the ensuing discussion, a participant familiar with Zuko remarked on the distinctive usability of Banbutsu Nanko: “It allows you to enjoy the nuances of Zuko in small amounts, blends effortlessly into the skin, and strikes an exceptional balance between ease of use and fragrance.”
Another highlighted its pacing throughout the day: “Because the scent doesn’t linger aggressively forever, it’s perfect for pinpoint application whenever you want a mental reset.” On the other hand, an honest perspective was also voiced: “Wearing this specific scent constantly all day might feel a bit intense for me.” In response, Sakiyama affirmed the value of such honesty: “How a scent feels and the words chosen to describe it differ from person to person. That is precisely why hearing firsthand user voices is invaluable.”

During the Q&A session, members posted their inquiries to a dedicated event thread within the Club fibona platform. Moderated by Ezaki, Koshima and Sakiyama answered in real time.
When asked, “Approximately how many iterations did you go through before perfecting the fragrance?”, Koshima reflected: “While I cannot recall the exact count, because the sensory inspiration drawn from Zuko was so vivid, the process felt like steadily building up prototypes toward that singular North Star.”
To the question, “Were there specific references or inspirations you looked to when conceptualizing it as a lifestyle item?”, Koshima cited “lifestyle fragrance goods and traditional ointment creams cherished like protective talismans.” Sakiyama shared a personal comparison: “For me, it feels close to mint tablets—reaching for one freely whenever you want a refresh. It shares that same liberating casualness.”
Through thoughtful questions from diverse angles, the session offered a transparent window into each researcher’s creative thought process and technical journey.

Exploring “Usage” and “Communication” Through a Consumer Lens

The final workshop exercise centered around the portable key charm designed to house Banbutsu Nanko. After Koshima shared the design philosophy behind its geometry and color palette, each table exchanged feedback, followed by a plenary discussion on usability and future wishes.
Reactions included: “I had never considered wearing or carrying cream as a key charm before,” followed by another member sharing, “I keep it hanging right by my bedside.”
Another practical insight touched on daily organization: “When it was just in the small jar, I would occasionally misplace it, but having the charm completely solved that.”

Meanwhile, candid feedback was shared regarding retail presence: some noted that at fibona Lab on the first floor of SBP, it was initially difficult to tell that the key charm was available for purchase. The conversation naturally expanded beyond physical ergonomics to retail communication and in-store discovery.
Toward the close of the session, a suggestion posted to the Club fibona thread was shared with the entire room: “What if we gave the fragrance of Banbutsu Nanko a distinctive name?”
When Koshima asked what names came to mind, members offered evocative keywords such as “Tranquility,” “Scents of Kyoto,” “Cosmos,” and “Space.” Naming the scent could serve as a powerful storytelling vehicle to convey the product’s essence, sparking fresh creative inquiries for the researchers.
From the charm’s practical utility to retail messaging and scent naming, topics unfolded organically. The depth and specificity of the feedback amazed Koshima, who remarked, “This feels just like an internal brand planning session,” as high-energy dialogue filled the room.

A True Reflection of fibona’s Co-Creation Between Consumers and Researchers

Following the workshop, participants shared their overarching takeaways from the day.
“Hearing perspectives I never would have thought of on my own was tremendously insightful,” and “I originally viewed it strictly as skincare, but this broadened the horizon of how I can enjoy it in my daily life,” were among the enthusiastic reflections.

Directly interacting with the researchers also shifted how members perceived the product. Regarding the researchers’ passion and the rigorous science behind the product, one participant noted: “Seeing the solid foundation of research data and scientific expertise reinforcing what makes this product great is quintessential Shiseido Research Center. Every time I attend an event here, I fall in love with Shiseido all over again.”
A member who had participated since the conceptual stage likened seeing the finalized product to “watching one’s own child grow up.” Being part of the developmental journey fostered deep personal affinity for Banbutsu Nanko. Regarding their involvement with fibona, they reflected: “Of course, not every single opinion can be incorporated 100%, but having a direct channel to communicate our genuine wishes to a brand we love is an exciting and meaningful experience as a consumer.”
Looking forward, participants voiced eagerness for future gatherings: “I want to delve even deeper into the scientific research,” and “I’d love a session reviewing our everyday skincare routines with researchers”—sharing high expectations for forthcoming collaborations with Shiseido Innovation Center and fibona.
Sharing consumer insights and voices, listening to researchers’ creative intents, and taking home ideas discovered through peer dialogue—new usage rituals and future possibilities blossom directly from this exchange. The event served as an exemplary realization of fibona’s philosophy: bringing consumers and researchers together on equal footing to co-create the future of beauty.
(Text: Ikumi Tsubone | Photo: Yuko Kawashima | Edit: Kaori Sasagawa)