The Shiseido Research Institute is leading an open innovation program called "fibona.” One of its activities, "speedy trial," utilizes crowdfunding and other services to accelerate market introduction of products that take advantage of technology developed through research as beta versions.

Following Lämmin, which was released on Makuake in 2020, the second product, RETREAT STICK, launched on Makuake on July 21.

What kind of product is the RETREAT STICK, which allows people to experience the fluctuations of nature in their daily lives? What kind of new beauty experiences and values was it designed to create?

RETREAT STICK was created by a team of creators and fragrance researchers. We asked four members of the planning team about the appeal of the product and their thoughts on it.

A new experience of "fragrance" inspired by the "fluctuations of nature”

Shoji:
I am the group manager of the Fragrance Development Group of the Research Institute. The project started with Ms. Ishii and her team's desire to offer something to customers through fragrance, and I have been involved in the project from the conception of the RETREAT STICK with the members of the creative team.

Ashizawa:
I am also in charge of fragrance research in a group involved in fragrance development. I joined fibona with the hope of creating something new as one of the outputs derived from the fragrance project.

──I understand that you were originally working on a "scent" project. What kind of discussions led you to the concept of the RETREAT STICK?

Ishii:
At first, we began by talking about wellbeing, what kind of state of being a person can be comfortable in. Through interactive sessions with experts, we came to the conclusion that there is no negative impression of forests or nature, and that the experience of returning to one's true self through peace and comfort in nature is something that is missing from today's urban lifestyle.

Shoji:
At first, our discussion was focused on the idea of "thinking about wellbeing through fragrance," but fragrance is not like a medicine. You can’t say "smell this fragrance and you will immediately feel relaxed.” The direction of RETREAT STICK gradually became clear as we discussed that there should not only be effects, or "science," but also "art," which is Shiseido's other core area along with science.

For example, when it rains, the soil smells of rain and the scent of the forest changes. Also, the scent of lilies becomes stronger at night. Some plants have a stronger scent in the morning, such as the morning rose. The same plant smells differently depending on diurnal factors.

How do the changes that occur in various natural environments, especially in "fragrance," affect the human senses? Our team has named this idea "S/ENSE" as a concept for research and development. The starting point for RETREAT STICK was the idea of reproducing the S/ENSE sensation in urban areas far from nature.

Ashizawa:
With the global spread of the new coronavirus, many people have felt that they have fewer opportunities to go out and travel, or have become afraid to go out in the first place. It has become difficult to relax in the midst of nature and heal our tired minds from work and strained relationships. We wanted to offer a retreat where people could feel the peacefulness of nature even under such circumstances.

Ishii:
During the coronavirus pandemic, Ms. Ashizawa researched the rapid increase in the number of items that people owned for healing and relaxation in their homes. We wanted to add items that embodied our S/ENSE concept to that list, and from there, the development team members worked hard to give a shape to idea.

Time for a personal retreat, created from four different scents

Uemura:
Actually, when I first heard about this concept, it took me a very long time to understand it. I thought, "Isn't it relaxing if I use my favorite fragrance?" "What does it mean to relax oneself through the fluctuations of nature?" I had questions, and at first, even after hearing the explanation, it didn't make sense to me. But when I actually tried the prototype, I could feel it for myself and easily understand what it was all about. I was not able to overcome barriers with words or theories alone, but only when I actually tried the items. It was a very positive experience for me in the development process.

Shoji:
Of the four scents in the RETREAT STICK, two are “base” scents. “Morning Bloom” is the morning base, mainly composed of a rose fragrance, which has a stronger scent in the morning, and "Evening Bloom" is the afternoon base, with a white floral scent such as lily, which has a stronger fragrance in the evening. Based on these two timeframes of morning and afternoon, "Refreshing Rain," based on the concept of rain, and "Gentle Breeze," based on the image of trees swaying in the wind, can be dabbed on and blended with the base fragrances. We hope that the combination of these four fragrances will help you feel in tune with the fluctuations of nature. I hope you can feel the fluctuations of nature by mixing the four fragrance configurations.

Uemura:
That is exactly the part I said earlier that "made sense" to me. If you put just the morning base on in the morning, you will smell the rose fragrance, but when I apply another stick, it feels as if the air surrounding me changes softly. It is difficult to describe in words, but I get the feeling that “I am now surrounded by a pleasant fragrance.” And when I apply the third stick, there is a different change. I felt the fun of discovering a new fragrance that I like.

Ashizawa:
The four sticks are unique not only in fragrance but also in texture. Morning Bloom was developed based on a slightly warming image, just like the morning when the sun rises and it gets warmer and warmer. Evening Bloom is a cool evening scene after the sun has set, Gentle Breeze is smooth and silky like the wind, and Refreshing Rain is the freshness of rain. Each stick has a different use, and we hope you will enjoy and appreciate these differences.

Devices to share and communicate unknown concepts with the team

Ishii:
Launching a product on Makuake means that it is not a product that can be picked up in person; the fragrance cannot be conveyed from a PC screen. That is why we have created a crowdfunding page that allows customers to make a purchase after they understand the product based on the visuals and creative communication.

Uemura:
As part of properly communicating our intentions, we are also planning events and collaborations for those who purchased through Makuake. We’d like to deliver Shiseido's concept of “retreat” in a way that resonates with all five senses.

The first step in creating a new world of fragrance

Ishii:
We look forward to communicating both in real life and online with people who share our values. For us, the opportunity to hear the real opinions of consumers is a very valuable and important experience. We hope to connect their impressions and reactions to our next product development.

Uemura:
I see that the development of the RETREAT STICK has triggered a great deal of collaboration within the company. I’d like to further deepen the connection between customers and Shiseido through the RETREAT STICK as an extension of this collaboration.

I think the reason for launching a product on Makuake, as we are not a venture company, is to bring to the world many technologies that are dormant within Shiseido. I hope that we can continue to deliver innovative technologies that have not yet been introduced to the world.

(Text: Hanae Abe, Edit: Kaori Sasagawa)