Shiseido's open innovation program "fibona" started in July 2019, and one of its activities is "speedy trial." By utilizing services such as exhibitions and crowdfunding to speedily introduce products that make use of technology created through research to the market as beta versions, we meet and communicate with enthusiastic fans of our products.Our goal is to promote research and development from the initial stage of development by interacting with consumers interested in our products.

In December 2020, fibona's first crowdfunding product "Lämmin" was released. Lämmin is a film-type supplement focused on the complexion that can be taken 10 minutes before an important occasion to brighten up the face.

In this article, we’ve asked members of the Shiseido Global Innovation Center, which developed Lämmin, to talk about its behind-the-scenes development.

Speed of releasing products in just one year

Okamura:
I have been with the company for almost 20 years and have been involved in a variety of work from basic research to product development, focusing on pharmaceuticals and frontier business development. When this program became known to me, I was feeling stuck in a theme that I had been deeply involved in for many years, and I wanted to break free by taking on something different.

Miyoshi:
I belong to the Frontier Sciences Division. Here, we deal with the medical field, so like Ms. Saheki, I have no experience in making the types of products that are typical of a cosmetics company. When I was shopping with my colleagues in the Manufacturing Department, they would sometimes introduce cosmetics to me by saying, "I made this.” I was envious of that, so I wanted to get involved in manufacturing myself.

Also, as part of my works in the department, I have recently been involved in planning for commercialization, but since I have not been involved in manufacturing, I do not yet have a "business" feel. In the fibona program, we are also required to create our own business plan including sales and cost structure, which I thought I could apply to my own work.

──Mr. Asahi, you supported Lämmin as a member of fibona's management team, right?

Asahi:
This team initially had a completely different idea. At first, they were focused on a device and were thinking of a neck warmer that would emit fragrance, etc. However, there was suddenly a blank slate in the latter half of the program due to issues of originality and the need to focus on problem solving rather than devices in the first place.

Then, I joined the members in discussing what to do, and the idea of a "filmic supplement" came up. It resonated with me personally, and the members felt as if a light bulb had gone on over their heads. That was the end of 2019. We started shaping the product all at once, and 2020 became a hard but energetic year.

Okamura:
I remember we were all surprised when we learned of the plan to launch by the end of this year, in February 2020. I thought “Two months have already passed this year!”

Compared to the development period for regular supplements and other products, it was amazingly fast, and everyone was stunned (laughs).

Responsible for everything from formulation development to promotion

──The product development period of less than a year must have been something that Shiseido had no experience with.

Okamura:
The first three months of development were difficult. The first challenge was to find a formulation that could contain the necessary amount of the ingredients we had selected to improve the complexion and that would dissolve quickly in the mouth. We had to negotiate directly with dozens of companies, as existing suppliers who had business with Shiseido would not be able to handle this task. Moreover, I was unable to come to work due to the coronavirus pandemic at that time. So, we were constantly communicating with potential suppliers by e-mail, telephone, and mail.

After gradually narrowing down the criteria such as the delivery date, mass production system, taste and melting method of the sample product, etc., we miraculously found one film company that fit the criteria in the end. It was the first time for all of us to approach a new company, so we were relieved when we found a path to production.

I went on a factory tour the other day, and the moment our film came off the factory line, I said, "It’s ours!" (laughs).

Miyoshi:
With production in sight, I was mainly in charge of logistics, commercial distribution, cost calculation, etc. The hardest part was the price. I had never experienced such a thing from the beginning, so I did not know what to do, and I had to think about it while making inquiries to departments within the company that dealt with food products. The price would vary depending on the number of units, and we discussed with everyone how many to include in one package and what kind of price we should charge so that people would buy it. This was a valuable experience for me, because I had joined fibona to do work like this.

Saheki:
I was in charge of creating the pages for Makuake crowdfunding and promotion, but I had to work with people from departments I had never interacted with before.

For example, it was my first time working with people from the Creative Division, a department that includes Shiseido designers and copywriters. We exchanged ideas about the composition of the web pages and what kind of expression to use, and it was quite difficult to listen to the opinions of experts while the planning members discussed and made decisions one by one. However, I enjoyed designing the packaging and copywriting because I felt like I was using a completely different part of my mind than the one used to analyze data in my daily work.

──Did you have any trouble at all?

Saheki:
We've been struggling all along this process, and we're still struggling. On the Makuake page, I wanted to convey the uniqueness and novelty of Lämmin and what I wanted people to use it for, but it was difficult to find a balance between Shiseido's style and Makuake's style. If we put Shiseido's uniqueness at the forefront, Shiseido fans may buy the product, but I was not so sure that it would be accepted by the people who desire cutting-edge innovations on Makuake. I have studied Makuake with the people at the Creative Division, and we have worked together through in-depth discussions.

──Were the people in the other departments cooperative?

Asahi:
There were a great many people in the departments who felt positively about this initiative. In general, they said "This kind of challenge is good.” We want to be able to deliver good products to our customers even in a short development period, and we cannot neglect areas related to quality and legal matters. We were grateful to have in-house experts on our side.

Relationship with Lämmin continues after purchase

Okamura:
I have been with the company for a long time, so I have some idea of what Shiseido can develop in a certain span of time. So, when I was told that we would launch by the end of this year, I thought to myself, "No, it's impossible!” But everyone in other departments and our business partners understood and cooperated with us, and together we thought about how we could take on the challenge of Makuake, and we did our best. I am now keenly aware of the importance of willpower and determination.

Miyoshi:
I was really impressed that we made it this far, and time flew by so fast that the year ended quickly. I am filled with memories of trying and examining various ingredients, from sweet to bitter, in our search for raw materials, and I will remember this every time I look at Lämmin from now on.

──I think the main purpose of the crowdfunding was to communicate with potential customers, not to collect money. What are your plans after the crowdfunding?

Okamura:
We have not yet decided on the details, but we plan to co-create the project by listening to the opinions of buyers, including conducting surveys and hearings.

Saheki:
As mentioned on the Makuake page, we would very much like to ask those who support and purchase our products to help us brush them up.

Those who purchased the product must have found Lämmin attractive in some way. We would still like to know if those people were disappointed or satisfied with their purchase. What was wrong with it or what was good about it? We may be able to find the points that are different from what we assumed. We would like to improve Lämmin by picking up on those points.

──Finally, do you have a message for those who are considering purchasing Lämmin?

Saheki:
Lämmin means "warm" in Finnish. The name Lämmin was chosen to express our wish that it always be with you to watch over your effort with a warm heart every day. A bright face makes you feel positive. This will lead to confidence, a radiant facial expression, and better communication. We have been developing Lämmin with this goal in mind. We hope you will use Lämmin for telework videoconferences and special outings.

Lämmin was born out of the Shiseido fibona project, and is being crowdfunded on Makuake until March 14, 2021, so please support and purchase Lämmin. As other team members have mentioned, we will ask for your feedback after you purchase the product. Please enjoy the process of making Lämmin with us.

大事な場面に、パッとひとくちで顔色めざめる！資生堂のフィルム型サプリLämmin

(Text: pilot boat, Junpei NOTOMI)