What ExtraBold and fibona have learned from two years of co-creation
2021.09.7This year marks the third year of Shiseido's open innovation program "fibona" since the project launched in July 2019. One of its activities, "Co-creation with Startups," includes ongoing co-creation with ExtraBold Inc., which was selected in fibona’s first selection in 2019.
How has co-creation with ExtraBold, which dominates the digital domain and has included the development of a large 3D printer, benefitted both parties?
Mayumi Ide and Yukiko Nagasaka of ExtraBold, fibona member Yanagihara, and Teranishi of the Brand Value R&D Institute discussed the inspiration and results of two years of co-creation since the 2019 pitch contest in the Collaboration Lab at S/PARK.
Unexpected co-creation between Shiseido and "3D technology”
──First of all, please introduce yourselves and the company ExtraBold.
Ide:
ExtraBold Inc. is a company that utilizes 3D technology and mainly researches and develops large 3D printers. We are currently in the process of preparing for the mass production of our self-developed machines.
Originally, we were active in a company called Digital Artisan, which was engaged in research and development, focusing on manufacturing using 3D technology, human resource development, and joint projects with companies. However, due to the coronavirus pandemic, the company was reorganized into ExtraBold after choosing to develop large 3D printers from among several of our research projects. Recently, Digital Artisan has been re-established as a virtual 3D technology-centered company for AR and VR with a different management team.
Therefore, when I was selected for Shiseido's pitch contest in 2019, I was working with them as Digital Artisan for the first year of co-creation and as ExtraBold from the second half of the second year. As COO (Chief Operating Officer), I am responsible for overseeing the entire business.
──Ms. Nagasaka as a researcher at ExtraBold, what is your specialty?
Nagasaka:
I became a member of Digital Artisan after working in a university laboratory specializing in optics, and after more than a decade in the research field of measurement, manufacturing technology, and holography using light at a manufacturer. I am now in charge of research and development of optical measurement and experimental verification of new technologies around printers at ExtraBold.
──What was your motivation for applying to fibona's startup selection in 2019 in the first place?
Ide:
One of the reasons was our involvement as a technical collaborator in Shiseido's "Braille Nails" project to develop 3D-printed nails for the visually impaired.
I watched with interest the series of new initiatives by S/PARK that followed. I sensed a direction that was trying to focus not only on beauty and cosmetics, but also on the relationship between exercise, nutrition, beauty, health, and even life itself, and I thought that it would be great if our 3D technology could be used for this, that there might be some connection. So, at that time, when I heard from someone that there was a pitch contest, I applied.
Energy of development leading to output
──Ms. Yanagihara, as a fibona member, you participated in the 2019 startup selection as an organizer. How was the presentation of Digital Artisan (at that time)?
Yanagihara:
I was very impressed. The first thing I thought was that the "platform-style organization" was very new. As I am an employee of Shiseido, many people still belong to a single company. At that time, however, Digital Artisan had many people with multiple career backgrounds, and each person was participating in the activities by making use of digital technology they were good at.
Perhaps that was why everyone, including Mr. Hara, the CEO of the company (at the time), was full of curious and had great energy to bring their output to the market. When collaborating with startups, the most important thing we’ve focused on has, of course, "technology we don't have”. But energy of Digital Artisan members was so attractive as well.
Ide:
Thank you. We are an R&D based company, but our focus is on "how can we combine one technology with something else and bring it to market?" Rather than focusing on individual technologies, we are more conscious of how to combine them into something usable. So at the time of 2019, we were looking for various projects with a view to finding a place where our technology could be utilized.
Nagasaka:
The use of 3D technology in manufacturing is still a field where many male engineers are involved and consumers are still far away from it. I was surprised at first, thinking, "Oh, we're going to collaborate with Shiseido?", because I was under the strong impression that Shiseido dealed with makeup and beauty. We had no idea that we would be collaborating with Shiseido, even though it was within our expectations to collaborate with for example an electronics manufacturer.
However, when I thought about it, I realized that the meeting of people from completely different fields would have a greater impact on each other. I had expectation that the combination of our technology and Shiseido's strengths would create something that had never existed before.
The Shock of the “real” agile development
──Three companies were selected for the 2019 startup selection. Digital Artisan (at the time) was selected because it "aimed to provide a new service that combined the company's 3D scanning technology for the human body with Shiseido's data on skin and health.” How did you feel when the co-creation project actually started?
Teranishi:
I was surprised to find that the development process was completely different. In our normal product development process, there is a business department that does the product planning, researchers in various fields such as products, information, packages, and fragrances conduct to develop product, designers, and people in charge of mass production in the factory, and many others work together to create an item that matches the brand concept. In short, it's a pretty tight-knit process.
In this respect, Digital Artisan was very agile. Whenever we had an idea for something we wanted to try, they would say, "Let me think about it," and a few weeks later, a prototype was already ready. We would try it out, give feedback, and then make more innovations...the manufacturing process proceeded very quickly.
I had heard that "agile development" was important at Shiseido, but I realized that it was not fast enough when we were trying to create something that had never been done before. It was a good experience for me to realize that "This is what real agile development is!”
*Agile development: A kind of software development methods. A method in which everything from planning to implementation and testing is done in a short cycle of about one to two weeks.
Ide:
It was surprising that you were surprised at that point (laughs). We would first try it out, and if it didn't work, we would go back to the point where we had to figure out how to solve it. That was our normal routine, and a startup lacks worth without that kind of flexibility, mobility, and willingness to take on challenges.
Nagasaka:
Actually flexibility and mobility may be our strong points.
Yanagihara:
Recently, ExtraBold has been helping us with research outside of fibona. For example, when we wanted to get the data of 3D facial shape, some of our researchers were not strong in the digital field, so we did not even know who to consult for our idea in the first place. But now, if there is a problem in the digital domain, we can always consult with ExtraBold and get some kind of answer or advice. They are very reassuring because they offer suggestions on how to customize the technology to suit what we want to do and have introduced us to various members of their team.
Teranishi:
For cosmetics such as general skincare and makeup, Shiseido has already been able to establish a development process. However, there is still room for improvement for Shiseido with regard to highly novel devices and personalized items for each individual. In order to solve various issues, I feel that there will be even more opportunities to utilize 3D technology in the future.
Ide:
The great strength of 3D technology is that it can be tailored to the individual. By measuring and using a 3D printer to make a product, each piece can be customized. This is very different from mass-produced products that use the same mold.
By using 3D technology, there is sure to be the best fit beauty and satisfaction that can be created by measure and evaluate the person. We would like to produce output that allows us to properly focus on such needs, and we feel that we are getting closer to the future that we hope to achieve through our partnership with Shiseido.
Nagasaka:
After all, Shiseido is a company that everyone knows. The fact that Shiseido is utilizing 3D technology should lead to the expansion of recognition of 3D technology and its appeal to the public.
Yanagihara:
Currently, we have several projects in progress, in which you are involved in an advisory capacity. Each project has its own goals, of course, but we have not set a clear deadline for the co-creation itself. I would be happy if we could continue to have a relationship in which we can consult with each other about any issues that may arise in the future.
3D technology will become indispensable for "personalization”
──Finally, please tell us what you hope to accomplish through co-creation in the future and what your ambitions are.
Ide:
So far, we have often assisted with measurement and prototyping using 3D digital technology for each project. But in the future, my personal desire is to create something that can take the 3D technology utilized in our manufacturing and apply it to Shiseido's physical stores.
Nagasaka:
People tend to think of 3D measurement and printers as something extraordinary, but I would like to promote applications that can be integrated into daily life. Shiseido's users are overwhelmingly women, so I would be happy if we could eventually develop products that utilize 3D technology and shapes to reach them as well.
Teranishi:
Through the co-creation project, my sense of value for manufacturing has changed dramatically. The trial that began from co-creation with Digital Artisan is still being brushed up. In the future, I would like to further explore ways to push the envelope of customizability so that each individual can find what works for them. How can we link the fun of technology to benefits for our customers? I look forward to continuing to work with you to realize this.
Yanagihara:
What should Shiseido do in the midst of the irreversible wave of "personalization" that is optimized for each individual? When I think about it, I believe it is necessary to reconsider the concept of beauty. Beauty is created not only by facial features, but also by facial movements, gestures, and the atmosphere created.
In other words, “personalization” is made by multiplications. Personalize products or services are created by multiplying various elements, so it is a business area that cannot be achieved without 3D technology and digital technology. And Shiseido is aware that our own technology is not strong enough in this field. That is why I would be reassured if we could find ways to use the technology together with the help of startup companies such as ExtraBold, who have high technological capabilities and attractive ideas. We believe that expanding the scope of beauty will surely lead to benefits for our customers.
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Co-creation with startups
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