Shiseido's research institute is leading an open innovation program called "fibona". One of its activities, "RETREAT STICK," the second product born from the "Speedy trial" initiative, was launched on Makuake in July.

RETREAT STICK project sold out before the end date of the Makuake project, and on September 17, a "Music and Science Retreat" event was held at the Shiseido Global Innovation Center (S/PARK) in Minato Mirai, Yokohama, for supporters who had made a purchase in the project.

RETREAT STICK is a fragrance item developed under the concept of "S/ENSE*" in collaboration with Shiseido's researchers and creative team. In collaboration with "Hanatsubaki Ambient," an environmental music project on the Hanatsubaki web, a corporate culture magazine published by Shiseido, original ambient music has been released in a series of four installments.
*S/ENSE: A concept for creating space that focuses on the fluctuations and rhythms of the natural world.

In addition to experiencing four types of RETREAT STICK, a live performance by "UNKNOWN ME," an ambient unit that has written original music for the Hanatsubaki Ambient series, and a talk session with development members took place over the weekend. The following is a report with photos of the event, which incorporated an experience that stimulated the senses of sight, touch, and taste through the intersection of "music" and "fragrance" with a focus on the environment.

Experience "RETREAT STICK" in advance

RETREAT STICK are four types of stick-type creams that express the "fluctuations of scent" that change depending on the fragrance released by plants and weather conditions. By applying them lightly to the back of the hands or wrists and taking a slow, deep breath, you can enjoy a refreshing experience as if you were in nature, even while being in the city or in your room.

First, according to the time of day, apply "Morning Bloom," which has a strong rose scent in the morning, and "Evening Bloom," a white floral scent such as lilies and other flowers, which has a stronger scent in the afternoon. Next, depending on the weather and your mood, add "Refreshing Rain," a fragrance reminiscent of rain, or "Gentle Breeze," a scent of trees swaying in the wind.

By combining the four fragrance compositions, rather than using a single fragrance, you can enjoy the "wavering" of nature, such as "a gentle breeze in the morning" or "a shower at night.”

Each member of the development team applied RETREAT STICK to the wrists of customers and carefully introduced the characteristics and texture of the fragrance, how to use it, and how it was developed. Some were surprised at the fresh experience of mixing multiple fragrances on their skin and feeling the changes.

In addition to comments such as "nice fragrance," "feels more natural than I imagined," and "nice design," customers also offered positive comments and ideas, such as "I was impressed by the different texture of each formula," "I like that it can be used by unisex users," and "I hope it will be a full-scale product.

Scent, music, images... a live experience that is a retreat for the senses

Due to the typhoon, the day was damp and cloudy. “A Rainbow in Meditative Air,” released in July as part of a series of collaborations with Hanatsubaki Ambient, is exactly the same image as RETREAT STICK, a mix of the afternoon base "Evening Bloom" and "Refreshing Rain," based on the concept of rain. It was the perfect ambient music for the day.

Then, with the music from UNKNOWN ME's first LP, BISHINTAI, the display showed light, space, lakes, and minerals.... To the sea, to the city. And also blooming buds and insects.

In Minato Mirai, the audience was led by a pleasant, urban-like electronic sound swell while being bathed in creative images fused with music in real time. Many visitors who happened to be at S/PARK stopped in their tracks and were mesmerized by UNKNOWN ME's performance.

The one-hour special live performance, which was like floating in a different space, ended with a sense of immersion and liberation as the audience was enveloped by grains of sound and light.

Live experience of the ambient music

The talk session began with a sharing of impressions of the special live performance. Sano, who experienced the live performance at the RETREAT STICK experience booth located behind the audience seats, said, "It was a precious hour of enjoyment for my sense of smell, hearing, and sight. I felt like I was in the great outdoors and in the big city all at once," she said excitedly.

“It was a strange experience," said Shoji, who heard ambient music for the first time that day. “It was an unknown experience as if I had gone high into the sky and into space, as if I had dived deep underground, as if I had spent a moment very slowly, as if I had spent a very long time in an instant, as if I were far in the future, as if I were far in the ancient past. It was like I had a full-body massage, and all my stress was gone," he said with a smile.

When Shoji expressed his fresh perspective, Mr. Yakenohara said, "You must have listened to it with your senses sharpened.” When Shoji said, "I don't know if this is the correct interpretation though," Mr. Yakenohara replied, "Ambient music is music that has no correct way to listen to it. I am glad you enjoyed it without any preconceptions."

Collaboration of music and fragrance focused on the environment

As an episode in the development, he mentioned his own experience: "This time, we bought many pots of flowers and analyzed them at different times of the day to capture the smells. I was amazed that the lilies could give off such a strong fragrance at night.”

In addition to plant fragrances, weather is also a factor that affects the diurnal variation of fragrances. For example, when it rains, the asphalt smells of mold, and in nature, the smell of the soil becomes more prominent. In the natural environment, different fragrances emerge, mix, and disappear at different times of the day and in different weather conditions.

“To recreate the changes in the aroma of the natural environment that have affected humans since ancient times, and to provide a retreat for those who lead hectic urban lifestyles. This is the concept behind the RETREAT STICK," said Shoji, to which the other development members nodded in agreement.

Experience a retreat where you can feel nature's "fluctuation" through fragrance

The worldview of RETREAT STICK thus created is also expressed in the packaging and other creative elements.

“The packaging design, which is a mixture of pink, purple, yellowish green, and light blue, was not digitally drawn, but rather utilized a photograph of colored smoke wafting through the air, representing the four fragrances blending together," said designer Sano.

UNKNOWN ME, who are the composers of the music for the collaborative series between Hanatsubaki Ambient and RETREAT STICK, reveals that they were inspired by Shiseido's pride in beauty and culture when they created "BISHINTAI”.

What did the members of UNKNOWN ME think of the environmental incense RETREAT STICK?
“For me, ambient music is different from rock music or club music, which are meant to be enjoyed with others, in that it is meant to make you feel comfortable. RETREAT STICK is also different from perfumes in that they are items for healing oneself, and that is a common point," said Mr. Osawa.

When the moderator asked, "Don't scents in nature and music both have an element of fluctuation?” Mr. H.Takahashi responded, "That is certainly true. The sounds of cicadas and cars while taking a walk are connected by gradations of sound. I feel that the fluctuation of these sounds is similar to the sensation of the scent of the RETREAT STICK changing little by little.”

Mr. P-RUFF said he was surprised at how well the RETREAT STICK smelled. He also commented, "I could feel the gradual change in the fragrance as it lasted, which I found interesting.” In response, fragrance researcher Shoji smiled and said, "I am glad that you were able to sense the gradual changes in the fragrance.”

When Ishii asked, "Are there any live music events in Japan or abroad that use fragrance?" Mr. Yakenohara answered, "There are very few events that use fragrance and music in their production.” Ishii revealed her plan, saying, "I hope to create such an opportunity.”

Busy daily life, enjoyment of environmental incense and environmental music

Uemura, a member of the development team, sent a message to customers, superimposed on her own experience.
“I always thought that my favorite scents were the most relaxing. But when I used the prototype, I was surprised to discover that connecting with nature through fragrance can be such a relaxing experience for me. I hope you will feel that comfort, too.”

Shoji said, "When you receive the fragrance, please use it while thinking about the diurnal changes of nature and the climate. I hope that you will experience the wonderful refreshing experience we have had today through ambient music, and that you will also experience it through the fragrance.”

RETREAT STICK is an item that allows people to experience the "fluctuations" of nature through the senses of "smell" and "touch," but until now, the development team members felt frustrated because they had only been able to disseminate information online through Makuake and in articles. They felt they’d received a solid response when they had customers try out the fragrance and texture in a real setting and received positive reactions.

After the event, Ishii expressed her thoughts as follows.
“We have received positive feedback from those who understand the concept. We hope to continue to grow RETREAT STICK together with our supporters.”

text: Yue Arima
photo: Umihiko Eto
edit: Kaori Sasagawa