Co-Creation of Past Three Years Gathered, Live Workshop and Exhibition: "fibona Open Lab 2022" Event Report #2
2022.10.31fibona, an open innovation program led by the Shiseido Research Institute, is based on the idea of a "fusion of diverse knowledge and people.
On September 16, fibona, celebrating its third anniversary, held fibona Open Lab 2022 at the Shiseido Global Innovation Center (S/PARK), featuring in-person workshops and an exhibition of prototypes of projects originating from fibona.
New experiences of fragrance, smart footwear, film type supplement――. Through three years of challenges, the company has promoted a variety of initiatives centered on beauty.
We hope you can get a sense of the day's events from the photos and detailed recordings, as well as the "fibona x imagenica" in-person workshop, a guessing game x cosmetics experience conducted in collaboration with Bandai Namco Amusement Inc.
OSHI-KATSU x cosmetics experience presented by “fibona × imagenica”
On the second floor of the venue, an in-person workshop, "OSHI-KATSU Customized Cosmetics Experience Booth," was held in collaboration with fibona and imagenica, OSHI-KATSU project by Bandai Namco Amusement Inc.
The concept is “to use colors and words to express the thoughts for someone and hearts of preparing for them.”
The paper given to the customers at the reception desk shows an array of 30 different color samples, accompanied by the words, "Imagine that person and please select four colors of your choice.”
Fill in four colors that suit the image of your favorite person, idol, or character, hand it in to the booth staff, wait 20 minutes, and your one-of-a-kind original eyeshadow will be made.
Some people chose four colors that are close to the colors of the members of their favorite idol, while others choose colors that somehow come to mind when they think of their favorite artist.
One person said, "my favorite cartoon character has orange hair color, so I decided to use orange as the base color," and another said, "I like Zoro from the comic One Piece, so I used colors fit in his image.” The combination of the four colors varies from person to person.
Twenty minutes later, the customer will receive an original notebook-style paper palette with "fibona × imagenica" written on it, containing the four chosen eyeshadow colors.
In addition, each of the four colors of eyeshadow chosen by the participants themselves was accompanied by a bookmark with a message expressing a different "Oshi," such as "Dedicated to you, stay the same forever," "I want to meet you in the garden of slumber," or "I will never forget that dazzling day.”
By combining colors and words, you can create your own original Oshi item. There are photo booths around the workshop venue, and you can put on the Oshi colors and freely take photos while thinking about your Oshi.
An entertaining experience, but also an activity that makes you think of others and fills your own heart. Here was an experience that resonated with the keywords of beauty in the future, altruism and empathy, as discussed in the symposium "What is open innovation for creating a beautiful society?" at fibona Open Lab 2022.
At this event, researchers also conducted individual interviews with users. They carefully interviewed various participants about their real "OSHI-KATSU" and their impressions of the experience booth.
S/PARK 1st floor, a large collection of past initiatives and products from fibona
In the open space on the first floor of S/PARK, prototypes developed through the "Co-Creation with Startups" and "Speedy Trial" activities were on display.
At each booth, startup members and Shiseido researchers who were actually involved in the development of the product explained them to the guests.
fibona x SCENTMATIC, a new experience to capture fragrance in words
The first thing that caught our eyes as soon as we entered S/PARK was the "KAORIUM" booth, a co-creation between SCENTMATIC Inc. and fibona.
KAORIUM is an AI system that translates various fragrances into language by replacing them with kansei words, and selects fragrances from the words. This is an attempt to create new value in fragrance, which has tended to be perceived as ambiguous.
★Check the following to read about the fibona x SCENTMATIC project:
Number of visitors far exceeds expectations for a new scent experience made possible through co-creation with SCENTMATIC
Lämmin, fibona's first crowdfunded product
The development process of Lämmin, a film-type supplement that was first launched at fibona in 2020 through crowdfunding, was introduced at the booth.
What other options were available for the formulation of Lämmin, which ultimately evolved into a film form? What raw materials were considered to achieve the warm flavor? How did they decide on the package design? The secret story of the development of Lämmin, which was released in just one year, was revealed.
fibona×ORPHE, Thinking about beauty from walking
ORPHE Inc., which is promoting joint research with fibona on the theme of walking from 2019, presented smart shoes with a small built-in sensor and a new system that can evaluate "beautiful walking movements" by analyzing movement when walking with the shoes on.
Those who wanted could experience walking in ORPHE's smart shoes. The soles of the shoes have a small removable sensor built into them, but they did not feel heavy at all, and the experience was no different from walking in regular sneakers.
Using the venue's space, participants simply walk a distance of about five meters, and multiple measurement data such as walking speed, stride length, angle of landing, and eye level are displayed. It is an interesting experience to see how one's walking style can be objectively captured, changing one's awareness of how to walk.
★Check the following to read about the fibona x ORPHE project:
ORPHE TRACK×fibona: Why a smart footwear company is interested in beauty
RETREAT STICK, experience of "natural fluctuation" through fragrance
RETREAT STICK, a stick-type scent product that was released in July, is fibona's second crowdfunding project.
Based on the rapid increase in remote work and changing lifestyles due to the Corona disaster, this item allows users to enjoy the scent of connecting with nature with just a quick application during work time or during breaks.
The four types of sticks, each with a different fragrance and texture, are characterized by a combination of scents inspired by morning and evening, rain and wind, and other diurnal changes in the day to create a sense of natural fluctuation.
fibona x A10Lab, explores behavior change in beauty through peer support.
At the booth of A10Lab Inc., which was matched at the Business Accelerator Kanagawa (BAK) in 2021 and is promoting joint research with fibona, the results of research were presented to the public.
A demonstration experiment is underway to realize one's own personalized healthy beauty by using "Min-Chare," a habit-forming app operated by A10lab. Researchers talked about the interesting results of the study, including a decrease in stress levels in about 80% of the participants while the number of people infected by Corona disaster is rapidly increasing, and behavioral changes in their daily lives as well.
★Check the following to read the article about the fibona x A10Lab project:
Report on the results of co-creation with a startup at BAK DAY
The "fibona Open Lab 2022" brought together past fibona activities and prototypes. Through co-creation with startup companies and consumers, various beauty experiences were created beyond the boundaries of Shiseido.
The Live Workshop and Prototype Exhibition also provided a valuable opportunity for co-creation partners and Shiseido researchers to communicate directly with visiting consumers. fibona's open innovation challenge will continue in order to create the beauty of the future and implement it in society.
text: Hanae Abe
photo: Yuko Kawashima
graphic recording: Marin Matsuda
edit: Kaori Sasagawa
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fibona Open Lab
Activity