New Members Discuss Realizations and Ideal Form of fibona: "An Open Place for Ideas to Spark" New members talk about their experiences at fibona.
2021.09.30Shiseido’s research center promotes "fibona" as an open innovation program, which was launched in July 2019. It is now in its third year and is steadily gaining recognition both internally and externally.
On the other hand, we also receive comments from within the company that "it seems too complicated" and "I don't fully understand the activities.” So, how did fibona members get involved and what kind of experiences do they have?
Takakazu Suzuki, who has been interested in fibona since he was offered a position at Shiseido and became a fibona member this year, and Yuriko Saheki, who joined fibona after participating in "Speedy Trial," discussed their new experiences at fibona and the ideals they hope to achieve in the future.
Knew fibona’s activity before joining the company
──Please tell us about your day-to-day tasks and your role in fibona.
Suzuki:
I joined Shiseido in April 2020 and am working in the Brand Value Development Center developing packages for global brand products. fibona was in the news when I was a PhD student before I joined Shiseido, and I thought Shiseido was doing such an innovative open innovation program and it sounded interesting.
After I joined the company, I started receiving notices of events within the company, and I attended every time. It was very enjoyable and stimulating to gain insights that were completely different from what I go in my usual work. Then, at the beginning of 2021, I was asked to join fibona, and in April I joined the team that promotes Cultivation, one of fibona's activities. I am now in charge of event management, including the "Around Beauty Meetup" where we think together while introducing new knowledge through meetups with people from inside and outside the company.
I have been studying lasers and optics all through graduate school, but without being conscious of it, the research profession inevitably leads to inward thinking. This naturally leads to a narrowing of one's perspective. That is why I think it is very important for researchers to consciously have opportunities to incorporate outside knowledge and viewpoints. From this, we can gain new insights that can be applied to our own work.
Suzuki:
When I was a university student, I was more inclined to think, "It doesn't have to be now," or "I'm sure I'll get another chance.” It was during my graduate school years that things changed. When I started presenting my research abroad, I was very much culture-shocked to see how researchers from different countries were so active and involved in their surroundings. From there, I gradually began to think, "This may be my only chance, so I'll give it a try, even if I fail.
Saheki:
I belong to a department that conducts basic psychological research. For example, my daily work is to clarify how customers feel when they use cosmetics, what part of the brain is active, etc. using measuring devices and questionnaires.
I believe that cosmetics are products that place importance not only on functional value but also on emotional value. Of course, function is important, but many people believe that the elements of feeling excited, relaxed, and confident when using cosmetics are equally important. Our mission is to uncover the effects of cosmetics on the mind and brain.
My first contact with fibona was as a member of the first "Speedy Trial" challenge. In the basic research department, where I work, we do research but do not have the opportunity to actually make products. Then I had the frustration of wanting to have the experience of putting a product I created out into the world at least once. So, when I heard that a project would be started to take a product from the concept stage to actual production and market launch, I thought, "This is something I must do, especially because I am in the basic research division!”
In the "Speedy Trial" project, I was also in charge of tasks such as creating the crowdfunding page, naming the product, and designing the packaging with people from the creative department, which was a lot of fun since I have always liked such things. Because of this, I am now in charge of PR-related work for fibona.
fibona experience that can be applied to our own research and work
──What experiences and lessons did you learn from actually joining fibona?
Suzuki:
The first thing I realized was that the reason I have enjoyed the fibona events I have participated in so far was because of the various adjustments and considerations made by the secretariat staff. In fact, it was quite a challenge for me to go behind the scenes and try to coordinate the event. But more than that, I am very grateful for the opportunity to learn from outside experts, with whom I would not have had contact if I had only been doing the research in front of me.
No matter what kind of work you do, communication between people is essential. Some researchers are not good at communicating with others, but if I can train myself in this area and be able to communicate my methodology to those around me, I believe that the environment will gradually change.
──What kind of experience did you gain from your promotional work with fibona?
Saheki:
The increased perspective is part of what we have gained through our promotional work. Not just the research or activity in isolation, but where it fits in the overall plan, how it looks from outside the company, and how society is moving now. In the process of understanding and coordinating the entire project through promotional work, I have had much more opportunities to think about such things.
I realize that having a big-picture perspective is also important for continuing research. I feel that the perspective of where I stand in my research and what impact I can have on society if I succeed in my research is also useful in planning and promoting research.
Ideally, a place where researchers' ideas spark
──So, how do you feel that fibona is now viewed within the company and by other researchers?
Saheki:
Some people are still saying that only a limited number of people are participating in fibona. Perhaps it is because the activities are so diverse that the actual situation is not fully understood. I hope to expand such visibility and change it into a place where anyone can bring their ideas.
In that sense, I would like young people to utilize fibona more and more. In projects where ideas are developed from scratch, I think it is fair to say that there is almost no risk or disadvantage in the event of failure. I also think that fibona is the best place for you to meet various people and take on various challenges while you can move freely and easily.
Suzuki:
I also think that the ideal form of fibona is to be able to casually attend events. When we work in the product development department, we are inevitably caught up in the immediate tasks of our daily work, so even if we receive an invitation to an event from fibona, people tend to pass on it, saying "I don't know much about it, so I don't care.” That is why I believe it is our role to convey a message that resonates and makes people think, "If this is the case, I might want to attend.”
I am sure that once you participate, your perception will change. I am sure that once people experience the benefits and hints that can be applied to their current work, they will start meeting people from all over the world, and it will spread to the people around them. I would be happy if fibona could facilitate such a thing.
I am also very busy with my daily work, but I hope that my presence as a member of fibona will encourage even one more person to join us, thinking, "If Suzuki can do it, maybe I can do it too.”
Saheki:
Even though it is during work hours, fibona is something we do in addition to our regular work, so it would be nice if we could send out attractive plans that make people want to participate even if they dare to make time for it
Perhaps people think that the hurdles to participation are too high. Some may worry that once they join, they may be assigned a large amount of work or they may have to do everything by themselves, but this is not the case at all. fibona members will fully support people who participate with ideas they want to do, and team members will naturally gather around those who are enthusiastic. So, you will be able to experience things that you would not get to in your regular work.
First of all, we want people to feel free to participate without feeling too much pressure. We would like to create a framework in which people can use fibona as a place where they can feel free to ask for help when an idea pops into their head or when they feel they cannot do something on their own.
A place where researchers can gather and improve their skills.
──Finally, what are your future challenges through fibona?
Suzuki:.
Unfortunately, Shiseido is still not as well-known overseas as other global companies. That is why I would like to expand the role of fibona as a place where researchers in the field can bring their ideas and materialize them.
If we can bring together the enthusiasm, motivation, and abilities of our researchers and improve their skills together, we should be able to aim for the top of the world. We will continue to challenge various things through fibona with the sharp mindset that we are the ones at the cutting edge of the field. It may sound a bit ambitious, but I would like to create a place where many different kinds of amazing researchers from all over the world gather one after another at Shiseido and fibona.
Saheki:
It may be small compared to Mr. Suzuki's ambition (laugh), but I would first like to lower the hurdles for participation in fibona within the company. Although only a limited number of people at the institute have access to it, the number of people who wish to participate is increasing, and in the future I would like to experiment with communication methods that allow more people to access the site.
On a larger scale, my ambition is to create a "fibona brand.” Currently, we are incorporating the product ideas and research results developed by fibona into our existing brands, but I would be happy if we could create a system whereby products can be commercialized under the fibona brand even if they do not fit into existing brands.
Once the fibona brand is established, I believe there will be more opportunities for customers and startup companies to learn about fibona and co-create with us. Above all, I hope that there will be more opportunities for our researchers to find greater satisfaction and motivation than ever before.
（text: Hanae Abe edit: Kaori Sasagawa）